Artist and designer Geoff McFetridge's paintings, posters, and installations distill the imagery of everyday objects and bodily gestures into a symbology that is obvious in presentation, yet subtle and nuanced in meaning. "In my work images and language are equals. The images are often simple, and the work appears to be seeking to communicate clearly, but really I am using clarity to confuse and manipulate... I am happiest when my work changes how people see things, that within the work there is opportunity to have a paradigm shift." Such a shift occurs in the relationship between his work's immediacy of form and color, and the deeper meanings and associations that lie within the imagery itself. 

 

In this two-part video, Geoff McFetridge shares several projects with Alia, including his paintings, a surf board, his wallpaper company, a pair of custom Nike shoes, and a poster for the movie Ruby Sparks. 

 

Produced and Directed by Lance Bangs

Edited by Weston Currie

Music courtesy of Nick Thorburn

 

 

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