Only visible at second glance

A photographer turns billboards into a gallery for his pictures

A photographer turns billboards into a gallery for his picturesAdvertising posters whose message cannot be grasped at first glance are lost in the flood of information. Nevertheless, photographer David Meyle dares to hang up posters in Basel "for which a second glance is needed".Meyle's posters show landscapes. Since he wasn't thinking of a poster campaign when he took the photos, "the B4 format has to subordinate itself to the proportions of the images." The rest of the space is black. "-scape david meyle," is written underneath, as is the logo of the Basel advertising agency Lucky Lack, sponsor of the posters.
Information about where or why is sought in vain. "That's not important," says 32-year-old Meyle. "The photos should draw attention to what they show, not how they show it," he says.
"-scape" is an exhibition in three waves on Basel's billboards. The first wave started on August 10, the second followed on November 27, and a third in January. Meyle had 40 posters printed of each motif. He left the placement to APG, which was commissioned with a scatter posting - and also put up a few more posters free of charge. "I deliberately exposed my landscape images to the jungle of gaudy competition," says Meyle, who also works as an advertising photographer.
Silent they are, the pictures. Most people look past them. But they still stick in some people's minds. Even ten weeks after the first series, Meyle is asked about them again and again. "The pictures are simply present, a view as a statement in the cityscape, which promotes seeing," he says. Markus Knöpfli

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