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It’s not even December, but I’m getting my pick for photobook of the year pick out the way early. My choice for 2016 is the Apple Cabin 2016 Calendar by Sean Tejaratchi.

Advertising is super-weird, but our eyes and minds quickly become accustomed to its garish agenda. We are exposed to 5,000 ads daily. We ambulate through three dimensions constructed from image-planes urging us to buy buy buy.

Some ads are ingenious, most are not, and most follow formulas. Tejaratchi tweaks the grocery-store insert formula with nasty little words and plucky phrases. He shows advertising to be the creepy thing it is. In the Apple Cabin calendar he takes a pop at foodstuffs that are luminous, canned, mysterious. As food-desertification checkers its way across the United States, we’re reminded that many Americans eat stuff closer to Soylent Green than fresh farm greens.

Tejaratchi undermines the footings to advertising generally. The ‘Apple Cabin 2016 Calendar’ is the anti-ad; the anti-Times Square; it’s the opposite of political pantomime; it’s a gross mirror to the fact an orange man-baby tantrumed his way to the White House by means of simplistic and fear-based messaging.

In a rather humorless year, thank god for Tejaratchi.

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