Despite their very basic functions, toothbrushes typify a highly diversified, and often cryptic, universe. Design, terminology and features embedded in these everyday objects remind some recent technological developments. This applies in particular to optical fibers whose products sound almost supernatural. Starting from this observation, the goal was to show how extrapolations are pivotal in the creation of a collective imagination. Thus, the principle adopted was to select and apply the enigmatic products descriptions made by optical fibers manufacturers to the toothbrushes photographed by Maxime Guyon. This lexical substitution brings together two regimes of contemporary commodities that belong to radically different regimes but, in many aspects, share the same languages.
Foam Talent 2016 winner Maxime Guyon (France) is currently living and working between Paris, France and Lausanne, Switzerland. Maxime Guyon graduated from the prestigious art school ECAL. His modernist, sharp and colourful images concentrate on the technological evolutions in modern society.
Concept and photography by Maxime Guyon
Published by Same Paper
Texts by Joël Vacheron
Designed by Jinkui Zhou
Same Paper, 2017
First Edition, 400 Copies
Softcover book in blister pack, 72 pp
Printed in Shanghai