Awardee: Matt Lucero

Visual Arts, 2012

A graduate of the MFA program at CalArts in 2003, Matt Lucero has exhibited at Harris-Lieberman in NY; LAXART in LA; and the Orange County Museum of Art for the 2008 California Biennial. His work utilizes performance, installation and interventions that employ commercial marketing strategies to open a debate over consumers, public vs. private issues of space, display and representation.

Project: TVC Communism

In TVC Communism, The Propeller Group will explore the disparity that exists between political ideologies and economic implementation by creating a global marketing campaign that aims to rebrand communism. Utilizing a major tool of capitalism, the television commercial, this five-channel HD video installation will feature advertising agencies pitching and realizing their concepts for major media campaigns promoting communism. These pitches will include mood boards, storyboards and other schematics and result in actual print and media works by some the top advertising agencies in the U.S. Television commercials produced from the project will air on a variety of media channels around the world.

Collab: The Propeller Group

The Propeller Group, comprised of Phunam, Matt Lucero and Tuan Andrew Nguyen, is an art collective/media production company based in Saigon and Los Angeles. The group’s projects reconfigure popular culture and mass media to re-examine power structures in relationship to identification, distribution, determination of value and access to representation.