Hidden brands makes use of suggestion mechanisms normally used in the exercise of power, but in this case to show the dangers of globalised capitalism. It involves advertising those who do not wish it. Hidden Brands criticises hidden power, which is really aimed at all of us. In globalised post modernity, states are controlled by the interests of large multinationals and the people who govern them.
PSJM has chosen four predators and proposes to draw a portrait of them. The image of corporations reflects their identity, their policy. To represent these new globalprophets, this same procedure was followed, creating four brands and representing each of them with a logo and a spot which emphasises their qualities, although critically.
A brand is nothing without its advertising. For this reason, a commercial has been made for each of them to highlight their “benefits” using a bloody irony. Each light box is accompanied by a screen where you can see the commercial of the brand and a text explaining the activities of the character.