By Chere Di Boscio
Once upon a time, brilliant British artist Steve Cutts used to work at an advertising agency with global corporate clients including Coca Cola, Google, Reebok, Virgin, Toyota and more. One day, he decided that using his creative talents to promote the sale of more crap that no one really needs was a bad idea, so he quit to become a freelance animator and illustrator.
I first discovered Cutts’ work when we saw one of his short animation projects simply called ‘Man’, which basically sums up why I started Eluxe. You can see the video below:
Using Adobe After Effects, Toon Boom Harmony, Photoshop, Cinema 4D and Manga Studio, Cutts has created much more hard-hitting animation, such as ‘Wake Up!’ which depicts the true cost of our ever-‘evolving’ electronic gadgets; ‘What a Hunt’, in support of animal rights, and ‘In The Fall’, a critique of our enslavement to the office.
Now that he works for himself, Cutts can select his clients and has chosen to work with those aligned more with his own personal ethics, namely UNESCO, The Gaia Foundation, and LMFM, amongst others. He’s also created a couch gag for ‘The Simpsons’, and has worked for major networks like Adult Swim and Channel 4 in the UK.
I adore this artist, because his work sums up beautifully just about everything I personally despise: the killing of animals for consumption and sport; the abuse of humans to produce items no one really needs or wants; the absurdity and meaninglessness of the 9-to-5 corporate lifestyle; the environmental and spiritual destruction wreaked by the consumer society; the crassitude of what we are told is ‘news’; the global totalitarianism of corporations and more.
These are themes that are rarely, if ever, explored in popular media. Vampires, zombies and vapid action films dominate the silver screens whilst manufactured pop and empty electronic music fills the airwaves. TV as a medium is all but dead, which could potentially be a good thing if it weren’t being replaced by video games that desensitise us to violence, ‘haul videos’ that encourage ridiculous levels of consumption, and the mindless internet surfing of clickbait sites and porn.
Some say that Cutts’ art is depressing, but I would say it’s more thought-provoking, which is undoubtedly a good thing: if ever there was a time when humankind needed to seriously wake up to the issues Cutts is highlighting, it’s now.
For more information, please visit here. All images from www.stevecutts.com.
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