In New York Martine Stig took photographs in which not a single billboard is visible. No easy task, in a city awash with advertising. At eye level, the entire city seems bent on capturing the attention of each passing consumer. Visually, it is difficult to avoid.

If you focus on something that must not be shown, then everything that does appear in the photo is a bonus. Not planned, not sought. Truncated figures, lots of shoes and legs. The street is full to overflowing with drawings, arrows, numbers and lines. This produces unintended aesthetic compositions, all because something else was left out of the photo. A yellow lorry passes in front of the billboard across the street. Yes, click now.

-Avoid

-Jurriaan Benschop