Industry of the Ordinary proselytize in the heartland.
This simple yet provocative phrase intends to challenge the viewer,
question their assumptions, and invite them to contemplate
the ambiguous nature
of the word "Ordinary".
Most will first read it in its pejorative sense.
In a society that values celebrity above substance
and material wealth above simpler pleasures, the desire to be ordinary
will commonly be seen as pathetic.
However, it can also be read as a resounding affirmation
of the power and beauty of the everyday
and a rejection of our narcissistic self-obsession:
a call to arms.
Special thanks to David Morrison and the Billboard Art Project.