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The Dead Commercials

Italian visual artist Mirko Smerdel creates compelling postcards & contemporary works. Known for collective Discípula, exhibited at Venice Biennale.

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The Dead Commercials

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Beskrivelse af kunstværket

On Wednesday the 4th of May 2011 on the walkside of via Schievano in Milan, near “Schievano-Bilbao” bus stop n°47, a 35 mm film was found, unrolled and abandoned, as if somebody had thrown it out from a car. The film has been recovered and restored, then scanned. Inside the film are contained six commercials of different products: Lega del filo d’oro, Lipton Tea Time, Diffusionetessile, Foxy Mega, Tantum Angelini, Groupama.Notes on a lost film: If we look at these photograms separated from the flow of the narrative, the perception of these commercials radically changes. Despite the usual status of advertising, in these images disturbing and almost grotesque new features seem to appear. The reason of this feeling is given by a new distance between the images and the observer, between space and time, but probably this feeling is also embedded in the images themselves, in the compulsory desire of consumption these images would like to provoke. In this context these images become part of a self-referential process: –> capitalism –> advertising industry –> production of desire (consensus) –> consumption –> refusal –> reality (urban space) –> capitalism –> … All the aspects of this circular process are embedded in these photograms. At the same time, through post-production, these images rebuild a new storyboard, a new interpretation of the capitalist society himself. That’s why I decided to compare these photograms with George A.Romero movie “Diary of the Dead”, that explicitly reflects about the role of the media in society through horror clichés, then selecting some peculiar quotes from the movie representing a symbolic value, also related to the narrative.

Kunstnerens biografi

A Cartography of Affection: The World of Mirko Smerdel

Born in Prato, Italy, in 1978, Mirko Smerdel operates within a fascinating space—one where the personal and the political collide amidst layers of found imagery and contemporary visual research. He isn’t simply an artist; he's an archaeologist of collective memory, a curator of forgotten narratives, and a subtle provocateur who challenges our relationship with celebrity, authenticity, and the very nature of observation. Smerdel’s work doesn’t shout for attention but rather whispers, inviting viewers to lean in close and decipher the hidden languages embedded within his compositions.

Early Formation & Collaborative Spirit

Smerdel's artistic journey began with a formal education at the Fine Art Academy in Florence, followed by advanced studies in visual arts and curatorial practices at NABA (Nuova Accademia di Belle Arti) in Milan. This foundation provided him with both technical skill and a critical framework for understanding the art world. However, it was his involvement with DISCIPULA, a collaborative research platform founded in 2013 alongside Marco Paltrinieri and Tommaso Tanini, that truly shaped his artistic trajectory. DISCIPULA became a vital space for exploring contemporary image culture, fostering a shared commitment to dissecting the visual landscape and questioning established norms. This collective spirit is deeply ingrained in Smerdel’s individual practice, evident in his willingness to embrace dissonance and recontextualization.

Postcards from an Uncanny Present

While difficult to neatly categorize, Smerdel's work often centers around the evocative power of postcards—not as idyllic travel souvenirs but as fragments of a larger cultural narrative. He transforms these seemingly innocuous objects into compelling compositions that expose the “uncanny and hallucinatory elements” of our image-saturated world. He doesn’t create images *ex nihilo*; instead, he meticulously gathers found photographs, vintage photograms, and archival video footage, then alters them through layering, juxtaposition, and subtle manipulation. This process isn't about destruction or erasure but rather about revealing hidden meanings and sparking new associations. His compositions frequently blend seemingly disparate elements—George Romero zombie films alongside old commercials, John Berger quotes paired with images sourced from the possessions of a serial killer—creating a disorienting yet strangely compelling visual experience.

Sousveillance & The Construction of Celebrity

A key theme running through Smerdel’s work is the concept of sousveillance, or inverse surveillance, where everyday citizens document and monitor those in positions of power. He masterfully applies this idea to the realm of celebrity culture, questioning who is truly watching whom. His analysis of a fan's album dedicated to Italian pop star Massimo Ranieri exemplifies this approach. Smerdel doesn’t simply present the collection as kitsch; he reframes it as a “meaningful gesture,” a tangible form of exchange that reveals the complex relationship between celebrity and devotee. The dedication – "To Massimo, the most wonderful singer...because he always remembers lovingly of Betty..." – hints at a shared event, transforming the album into something more than just a collection of artifacts. Through this recontextualization, Smerdel exposes the reflexive nature of celebrity, highlighting how the construction of an image is often driven by public expectation and the watchful gaze of fans.

Recognition & Lasting Impact

Smerdel’s work has garnered significant recognition within the contemporary art world. His participation in prestigious events like the Venice Biennale underscores his growing influence and critical acclaim. He currently lives and works in Milan, where he also serves as a teacher of Artistic Anatomy and Painting Techniques at NABA, nurturing the next generation of artists. His legacy lies not just in the striking visual impact of his compositions but also in his ability to provoke thought-provoking questions about image culture, memory, and the power dynamics inherent in our increasingly mediated world. He invites us to look beyond the surface, to decipher the hidden languages embedded within everyday objects, and to question the narratives we take for granted.

mirko smerdel

mirko smerdel

1978 - , Italy

Kort om kunstneren

  • Artistic Movement Or Style: Contemporary art, Visual research
  • Date Of Birth: 1978
  • Full Name: Mirko Smerdel
  • Nationality: Italian
  • Place Of Birth: Prato, Italy