THE FAKE FACTORY "NATURAL FAKE" (2002-2005)
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"Most of the flowers within the video are natural, but have computer generated effects added to them, which makes them become fake", quotes Stefano Fake.
Due to this, the video artwork of The Fake Factory is a visual and emotional representation of the transformation of life and death in the digital age.
This work was deeply influenced by the Andy Warhol's famous Flowers, which the artist showed at a sell-out exhibition at the Leo Castelli Gallery in New York in 1964.
Also Ronnie Cutrone, Warhol's assistant for 10 years, thought the early Flower paintings were about "life and death".
The Fake Factory agreed that flowers bring the audience to think about life and death.
The concept of violence, re-production, sex, birth can all be involved within flowers.
The result is a series of animated flowers lushly coloured, decorative and ingratiating videos.
The idea of creating animated flowers was suggested to The Fake Factory by the Multi-Media artist and director Giancarlo Cauteruccio, and where first used as a background visual effect for the concerts of the famous Italian singer Ornella Vanoni in 2002.
The tour of the concert that was directed by Cauteruccio, touched more than 25 theatres all around Italy, and therefore turned out a great success.
It was the first time that an Italian pop singer used video art as a background for a concert.
For The Fake Factory, this was a breakthrough and represented a wide appreciation critically and publicly.
The success of this work brings The Fake Factory to collaborate over the following years with many other organisations and production companies around the globe.
Some of these animated flowers were also used in the fashion industry as backgrounds for events and catwalk.
The simplicity of the image, bright and flat, meant that these that these instantly accessible videos were easy to serialize.
The Fake Factory declared the wish to be a machine and to remove themselves as much as possible from the artistic process, and from the work of art itself.
That's the reason why some of the videos were included in some commercial DVDs compilations during the years of 2003-2006, such as "Fiori e Cioccolato", produced by DJ Limos aka Felici Limoseni and Comrecords Florence, "Pleasure", produced by Universo Music, and "The Five Doubts", produced by Hardage and One World Record.
Between 2002-2006, their factory studio became an assembly line dedicated to the fabrication of video-design artwork. They employed a legion of assistants to quickly produce one complete video per day.
"Friends come over to the Factory and do the work with us. Sometimes there'll be as many as 10 people during the afternoons and nights who will be taking photos, scanning, animating, editing, colouring, compositing and mastering under the creative direction of The Fake Factory", Stefano Fake remember.
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