Rationale

Our Kaitiakitanga is the sustainability of the local markets and the community and innocence that comes along with them. In a modern age, big corporate businesses are looking for any sort of way to make money. Many that are among their prey are the innocent stall holders at many of these small town markets. They take the general essence of the produce and products, including the handmade and crafted aesthetic, and strip it down to something boring and generic. We represented this through creating a fun styled, animated poster using media that was bright, colourful and textured, similar to that of Annabel’s Puna project. This signifies the feelings and emotions associated with markets. To physically express the corporate businesses we decided using zombies would be a good negative connotation. The zombie infiltration into “The Cute, Local Market” communicates the corporate rebranding and take-over, with the literal representation of the zombies ripping the colourful textures off the stalls. The final scene shows the repetitive nature of such rebranding practice when such things are pushed through machines and big business factories, the hand, loving effort and community feel is lost. Here the creators hand is completely removed and all emotion has been lost, putting a distance between the producer and the consumer including a lack of community and interconnectedness within society.

Emma Dowman

Annabel Wennekes