Since becoming nomadic in 2016, younger Than Beyoncé Gallery has taken its programming beyond the gallery space, partnering with Images Festival this year to present a mobile screening travelling through Toronto on an LED advertising truck. For one night only, YTB Gallery will circle Images’ venues as an LED screen truck, crossing the city with a mobile series of short films. Bringing expanded cinema to the nomadic screen, YTB presents perspectives on the promise of advertising: what is leftover after consumption, and how the conventions of advertising can be subverted by creative intervention.
Bonnie Tung creates a meditative space using 3D modelling techniques commonly used in advertising. Tobias Williams adopts the same media, using it to promote the “No Name” brand, and the personal associations it inspires within Canadian culture. Alicia Mersy and Sara Graorac explore the commodi?cation of self-care imbued in lotions, serums, and spa products that promise transformation rather than just hydration. The collective Tough Guy Mountain anticipates the end of capitalism through the release of a marketing campaign focusing on the glories, trials, and absurdities of late capitalism. J.P. King and Sean Martindale offer visual evidence of how domestic discards are managed by the City of Toronto.
Catch the truck cruising the streets of Toronto on Images’ opening night from 7:00-11:00PM.