FPD3 developed an installation at their Stoveworks office space to make a comment. Though the tone was comic, the message was not. Titled, “The American Way,” the installation ran from June 14 (Flag Day) through July 4, a season celebrating, patriotism, and nationality. The centerpiece is an American Flag with stripes, not of red and white, but of advertising and consumption statistics. Underneath the flag lies a pile of sod spattered with picket signs proclaiming “sell,” a generic slogan we are bombarded with daily. On the adjoining wall, “feel good” products are presented ; Joy, Life and Care-Free; to emphasize the pervasiveness of marketing and commercial messages.

One of the developers, Calvin Florian, says the piece is intended to motivate industry peers to be have more conscience when marketing products and services. “Nothing is off limits in advertising anymore, neither the message nor the channel. Space is valuable and indispensable, whether it’s on a billboard or in someone’s mind. We shouldn’t abuse our rights when given access to that space,” says Florian.