Greed! (Illuminating Apathy) | Keith M. Francis

Greed! (Illuminating Apathy) by Keith M. Francis. A conceptual wall-mounted light sculpture examining corporate exploitation, environmental destruction, and consumer apathy through repurposed illuminated signage.

A wall-mounted multimedia sculpture titled "Greed! (Illuminating Apathy)" by Keith Francis (2023). The artwork measures 25 x 80 x 5 inches and is presented on a clean white gallery wall between two large windows. The piece is a subverted version of a commercial Shell gas station sign: The First Character: A large, three-dimensional red dollar sign ("$") replaces the original letter "S". The Remaining Letters: The letters "h," "e," "l," and "l" follow, appearing in a standard red sans-serif corporate font. Lighting: Internal LED lights create a bright yellow "halo" or glow behind the letters "hell," making the word stand out and creating a high-contrast visual. The combined visual reads "$hell". The artist intended this transformation to serve as a visceral critique of corporate profit-seeking at the expense of environmental stewardship and to represent the "dire, almost biblical consequence" of corporate negligence.
A wall-mounted multimedia sculpture titled "Greed! (Illuminating Apathy)" by Keith Francis (2023). The artwork measures 25 x 80 x 5 inches and is presented on a clean white gallery wall between two large windows. The piece is a subverted version of a commercial Shell gas station sign: The First Character: A large, three-dimensional red dollar sign ("$") replaces the original letter "S". The Remaining Letters: The letters "h," "e," "l," and "l" follow, appearing in a standard red sans-serif corporate font. Lighting: Internal LED lights create a bright yellow "halo" or glow behind the letters "hell," making the word stand out and creating a high-contrast visual. The combined visual reads "$hell". The artist intended this transformation to serve as a visceral critique of corporate profit-seeking at the expense of environmental stewardship and to represent the "dire, almost biblical consequence" of corporate negligence.
24" H x 68" W x 8" D

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