Mr&Mrs Ledo Photograph

Born in 1978 in Buenoas Aires, Argentina

Advertising has always played a huge role in my life - I began my career in advertising and cinema, when I was a teenager. Despite a change in direction to a career in art, the world of advertising still informs my work. Fashion photography, in particular, is a clear influence, but my glamorous images try to offer a deeper sub-text, hinting at on the superficial images of advertising. I tried to exposes their world as fake; using product X doesn't make you instantly more beautiful, popular or successful. In my paper bag portraits, the subject's face is deliberately obscured, blotting out the contrived expressions of the models and leaving it to the viewers to reach their own conclusions on what the portrait really says. These pictures are not a window on the world but, rather, a wake-up call, challenging people to question the reality of what they see. I try to sit on the edge of art and advertising, taking a critical swipe at an industry that, at the same time, I love.