Rather than reading a message, to which most addicts are immune, this simply shows reality via an archeological dig that reveals their own futures: death.
Photo: Vladimir Wrangel
While not necessarily an easy read from a moving vehicle, those loitering in an area will have time to look at it. The lack of type requires the viewer to grasp the striking image, thus revealing the concept. By offering a harsh reality rather than a banal message, the anticipated happiness of getting high is diluted, thus providing a brief potential window to clarity.
A narrative can be created by placing details of the original art or similar variations in sequential locations, as seen here with two details on two billboards in tandem.
FILM | MUSIC | DESIGN