2022

The subtle difference

Proviande’s media database contains a large number of images showing farm animals – alive and dead. Some of them have been digitally post-processed. One series of images in the database shows cows that have been subsequently placed on a road in front of a meadow. An artificial shadow under the cows makes the illusion almost perfect. But three images in this series go even further: they show three cows, some of which consist of the same body parts.

The video work uses a transition effect to show the similarities and differences between these three artificial cows. A computer voice with a strong accent reads out the text of the e-mail containing the download link to the pictures. The artificiality of the images and the voice are exemplary for the advertising of Swiss meat, in which drastic measures are taken to maintain an idyll.

Filmloop
Duration: 1 minute 11 seconds
Format: 3840 x 2160 with 60 frames/sec.