Pattern of 1000 screens to as many promotional emails and newsletters
Digital printing 500x280 cm
2021

The use of expressions that address a single person is an effective tool for one-to-one marketing. But these expressions clash with the vast quantities of identical emails sent to thousands of other people.

E-mail services wish "you" a happy birthday, constantly thank "you" and address "you" by proposing a trivially personalized product choice.
E-mail services send the same content to countless other people. They repeat their message in a cyclical and paradoxical way, trying to highlight only an individual and make them believe they are unique.