Float My Logos

Matt Siber, Denny’s, 2005

Speaking of the continuing collision of advertising and fine art, buddy Matt Siber sent me this interesting email exchange where the sender seemed to want Matt to actually construct some signs that indeed ‘float’. Score one more for photoshop realism…

Matt’s emails in italics:

On May 22, 2007, at 9:58 AM, GB wrote:
Ref.: Argentine

The purpose of this e-mail is to introduce you my interest for
working together with your project.
At first, I will tell you something about my job in Argentina.
I am just working as parter in a Advertisement Company.
We just made the first 3D ads for MAGAZINES in Argentine, and
worked together with American Pxxx Oxx ( USA 3D GLASSES company ).
We work with the most serious companies, like COCA-COLA, MERCEDEZ

We are working with Oxxxxxx ( New York Company ) for making web
pages for serious companies too.

I am very interested for making FLOATING LOGOS in Buenos Aires,

I would like you contact me and tell me any odea for working
together for it.
Contact me at : xxxxxx

Waiting your prompt reply.
Best Regards

Hello G,

Thank you for the email and the interest in my photographs. I’d like to learn more about what you have in mind for Floating Logos in Argentina. What are your ideas?


On May 22, 2007, at 3:51 PM, GB wrote:

Thank yoiu by your reply.
My idea is to develop it in Argentine.
Talk with my customers for making it in Argentine.

If you want, you could tell me your idea for develop it in Argentine.

Waitiung your reply.
Best regards

—– Original Message —–
Sent: Tuesday, May 22, 2007 7:27 PM
Subject: Re: Argentine

I’m sorry, I’m still not sure what you are asking. Would you like me to make photographs in Argentina? Would you like to sell my art there? Please be more specific.


On May 23, 2007, at 6:30 AM, GB wrote:

Thank you by your reply.

I would like to sell your ART in Argentine.
I think that it is a good market for it.

Let me know what you think about this possibility, and which one is the minimun requeriments for making it here.

Best Regards

—– Original Message —–
Sent: Wednesday, May 23, 2007 5:26 PM
Subject: Re: Argentine

Hi G,

Thanks for clarifying. My artwork is normally sold in art galleries and sold to art collectors and major museums. Does your company have an art gallery or corporate collection? Are you interested in holding an exhibition of my work?

If your company is in the business of selling art, my pieces are created in limited editions. The Floating Logos pieces are presented at 30×40 inches and are in editions of five.

I hope this is the information you are looking for.

On May 23, 2007, at 3:47 PM, GB wrote:

Thank you by your reply.
Our company deal in the ADVERTISEMENT area.
We were thinking to make the FLOATING PHOTOS for ours customers, like, COCA-COLA, VISA, etc…

Is the FLOATING LOGO a single PHOTO ? How do you take it on the air ?

Try to be more clear about it.

Waiting your reply.
Best Regards

—– Original Message —–
Sent: Wednesday, May 23, 2007 7:37 PM
Subject: Re: Argentine

I think you are misunderstanding what it is that I do. I am a gallery artist. My photographs are intended as critiques of advertising and capitalist culture. Turning them into advertisements would work against the message of the art.


Thank you by your reply again.
It is clear for me, and my intention is the same than you.
I told you before that I have very good contacts in the most serious companies in my country, and I am sure that they would like to buy or make any advertisement with you.
For that, I was thinking that the FLOATING LOGO could be an interested idea for that.
I only asked you, how is the system, because I will show them about your job and the Floating LOGO photos, but I am sure that they will ask me about it.
I must be clear with the customers about it. If I could tell them about your idea, maybe they could like it and buy any work from you.

I only want you tell me about the FLOATING LOGO system.
What the companies need to do for making it ?
Can they put it in any PUBLIC SPACE ?
Is it a simple photo ?
How is the system ?
How many time the LOGO can be on the air ?

Try to help me with your best cooperation, Then I will tell them about it, and maybe they will ask you for it.

Waiting your best cooperation.
Best Regards


  1. Posted May 20, 2008 at 7:34 pm | Permalink

    Well, that sounds a lot like me trying to communicate with my exx. Two different planets in two different realities. What a hoot!

  2. Anonymous
    Posted May 21, 2008 at 9:13 am | Permalink

    the best thing I have ever read BiLLS

  3. BiLLS
    Posted May 21, 2008 at 9:14 am | Permalink

    the best thing I have ever read

  4. Posted May 21, 2008 at 1:36 pm | Permalink

    if this was not a real exchange it would be the funniest thing i have ever read! next time i write in other than my native tongue, i will be sure to have someone else proof my work!

    thanks for sharing.

  5. J
    Posted May 22, 2008 at 8:00 am | Permalink

    This just made my morning. All I can picture now is a group of the brightest South American engineers working ’round the clock trying to recreate this lone American genius’ advertisements.

  6. Posted May 29, 2008 at 12:59 am | Permalink

    i am a new comer to your site.
    i liked your page template.i read all those topics.i enjoyed very much.
    thank you.


    Leading Chicago Children’s photographer showcasing innovative child photography, baby photographs, and family photography portraits.
    Chicago Photographer

  7. Posted May 29, 2008 at 7:37 am | Permalink

    This is great. Hello to all from Boston.

  8. Posted May 31, 2008 at 9:07 pm | Permalink

    Great interview, but seriously, How many time the LOGO can be on the air ?

  9. Posted May 31, 2008 at 9:40 pm | Permalink

    Apparently it can be in the air for an edition of 5.

    Believe or not there are more of these coming soon.

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