Guy Hepner is pleased to present our upcoming exhibition ‘CON Art’ featuring Miami based artist Dan Alva, and curated by The TAX Collection. Alva’s works are a hybrid of mixed media and pop culture references, often including subversive undertones. This particular combination of style comes from a family history of Spanish Fine Artists as well as his 12 year career in creative advertising. Much of Alva’s work is inspired from his experiences as a creative director in the advertising industry. He utilizes his marketing background to satirically comment on the messages of recognizable ad campaigns, highlighting the excess of materialism in lifestyle marketing.
Alva’s artworks are a mix of words and phrases superimposed on prints. He will then puncture a spray can allowing the paint to freely explode on the advertisement. Alva shares his love/hate relationship with the advertising industry through his personal artwork which has no bounds.
His ‘Brandalism’ series, which directly uses advertisements, with phrases and paint laid atop, is his most recent collection. Alva shares that his process typically begins with an online mockup of the potential outcome that he then recreates in real life. His actual creation of the works involves words and phrases being superimposed on prints. He then will puncture a spray can and allow the paint to freely explode over the advertisement, creating a stark contrast between his creative and marketing sides. While the two aspects compliment each other, they also act as opposing forces, shadowing Alva’s love/hate relationship with the advertising industry.
He defines a clear differentiation between work and art by sharing that, “As a creative in the advertising world, ideas get watered down from time to time. The original concept rarely ends up being the final product. In the studio I have full creative control. It’s on me to make my vision come to life.”
Escaping the advertising world to his studio allows Alva to make mistakes and create more freely. Guy Hepner + The TAX Collection invite you to join us for Alva’s first ever solo exhibition, opening August 16th at 7 PM.