Business from Zero
I emigrated to the Netherlands in 1996 at 11 years old. During my studies at University of Arts Utrecht I decided to return to my birthplace Kyiv, Ukraine for a two months internship. While navigating through the city I was overwhelmed by paper ads that consume the public space. I began to take picture everywhere I went and caught some thought-provoking scenes. Particularly interesting are the shots where the advertisements enter nature and merge with the landscape. Left there by people to battle the elements, the ads fade and decay reminding us of inevitable death of all things. This series captures the commercial fanaticism of post-Soviet Ukraine. Although times are changing and the Western world is becoming increasingly digitized, paper ads find their way into the public space regardless of being a relic of the past. In my mind they symbolize the clash between East and West, creating a hybrid environment. A place where I no longer belong, that is continuously changing and becomes less recognizable every time I come back.