Clara ApaRicio Yoldi

London, UK

claRa is a Spanish video-artist based in London. She experiments with different formats and explores the frontiers between traditional and new media. Mixing video and animation with painting, graphic design, programming and digital art, she creates very personal art-work pieces and visual poems.

Recycling the aesthetic of commercials and marketing tools, her videos are a play of seduction, image overload, repetition, flashy colours, advertising hypnosis, contradiction, incomplete messages, manipulation. She puts into question the traditional narrative resources with the juxtaposition of images and copy-paste collages of a schizophrenic nature. Her videos have been screened in various international festivals, galleries and art spaces around the world.

Artist's statement: "I like to experiment with different media: mixing video and animation with painting, found footage, digital collages and programming. My videos reflect on the importance of images in the construction of the collective imagination, the power of mass media and telecommunications, the marketing strategies and the brands and adverts ubiquity, interactivity and hyperlinks as an illusion of the selection, the changes in the contemporary culture with the electronic distribution, the fragmentation of the narrative discourse, the information overload, the surveillance control and the loss of privacy."