Manifesto

The omnipresence of media permeates everything we do in contemporary culture. By the time you finish reading this statement it will be very last season. Paradoxically, in this paradigm it is the absence of poetry and a sense of reverie we are craving.

Hypermodernity, through the acceleration of production and the emphasis of image and not the object, has us scrambling on how to make a website, an Instagram post, an installation, an editorial, an art film and anything creative relevant but not timeless. A creator’s continual role is to keep ahead of the curve and serve their idea or “concept” as the latest dish. Where commercialism may be the field of play whether it is art, fashion and technology in which we exchange ideas and capital. Nonetheless, it is never assumed the public is not interested in the multiple ways and renegotiations of how we devour culture.

Generic by Saulo Madrid is the matrix from which ideas are realized. Ever engaging the sensorium, ideas are boundlessly brought to life across art films, art direction, editorials, art installations, augmented architecture, websites and communication tools. Madrid’s personal projects serve both as artistic expression and as a laboratory of research to be used among his ever growing community of collaborators and clients. Each commission is designed as a unique expression of creativity and communication tools that go beyond the “Insta-moment” to create something timeless and deeply unique to each group or individual.