Ampliar

Ampliar

Ampliar

Ampliar

Everything started from my ignorance of the world of advertising. The photos in this exhibition, the contrast between consumerism and the reality of who can not consume, do not come to Cuba, beyond the problems you have.
Maybe for others, from outside, it is very natural, because from birth they are watching cartoons, watching advertising; but it is not my case. The first time I left Cuba I was 30 years old, and was a photographer, with thousands of ideas, and I fell in the middle of that world; I received a very strong impact, especially when you insert into that life, when you settle in that country because I still live in Cuba, but I spend most of the time there in Argentina.
All these issues drill you, and you discover things that those who live there do not see it or become daily to them. This is what I try to show in my photos, a contrast with the advertising part of the real world. That publicity, mostly, calls those who can not consume though they live within it-let say the most exploited class, the poor-class, within the context of a world that is natural, but can not be, and unfortunately this contrast is; this contrast is a part of life. So we see in the pictures that people walks by as usual, but of course, not because they are dehumanized, but because it is part of their life.
My weapon to confront this reality has been the camera, because I am a photographer and photojournalist. It is a subject that is almost closed; but it still lacks some ideas, some contrasts. I titled the exhibition Merchandising because it is the advertising term they use to sell all the paraphernalia of products. The contrast is manifested, for example, from a hard picture such as the man looking in the trash full of nylon, no shoes, and behind him a shoe store, even the commercial of the three Miss Universe and down three girls. Although I can not change the world, at least I can get people to realize that this phenomenon exists, and they begin to see in a snapshot that contrast that continuously they do not observe.