Photographer Captures the Hilarious Juxtapositions Between Massive Billboard Models and Tiny Pedestrians

Israeli photographer Natan Dvir was inspired by the "kaleidoscopic net of huge billboards” of NYC that locals don't seem to notice.

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Struck by the “kaleidoscopic net of huge billboards” that has taken over New York City, Israeli photographer Natan Dvir was inspired to create a series that focuses on the hilarious juxtapositions between massive billboard models and regular-sized pedestrians. The project, entitled “Coming Soon,” captures the imposing nature of these campaigns and the somewhat astonishing obliviousness of the locals.

“The branding of the cityscape has become so ubiquitous, that the colorful, monumental advertisements, looming over the narrow streets, seem to be virtually unnoticed by the passersby,” said Dvir of his project.

The billboards often have a practical function; many obscure construction sites from view. But the sheer number of them, and their vibrant, otherworldly nature creates an environment that is almost at odds with reality. And pedestrians don’t have a choice but to be sucked into this corporate alternate universe.

“The ephemeral nature, massive size and saturated colors of the ads create a fluid cinematic experience for the observer. People inhabiting the space underneath are pulled, unaware, into a staged set, the reality of the street merging with the commercial fantasy of the advertisements,” said Dvir.

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[via NewRepublic]

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