10 BILLBOARDS

This project adopts the visual language of advertising but withholds any product or promise. Each billboard presents a phrase generated by artificial intelligence in response to a single prompt: the best insults of vanity projects. The responses are used without edit. The voice is not singular. It is shaped by collective judgment and reflects cultural consensus.

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Each line is paired with a stock image of a billboard. Both are readymades. Both circulate through systems that organize desire and assign value. Installed at civic scale, the insults gain authority simply by being made visible.

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What is shown is not a product but a condition. The billboards expose the uneasy status of creative work in a culture that often names it indulgent before it exists. They operate as both artifact and critique. They ask who is allowed to make without permission, whose ambition is marked as vanity, and what it costs to continue working in the presence of that verdict.