Christian Algranati's 'Paranoia' Eliminates the Allure of Viruses

 - Aug 30, 2009   Updated: Aug 23 2011
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When H1N1 first came on the horizon, we saw a whole array of fashions emerge to capitalize on the fear; Christian Algranati's 'Paranoia' takes a far different approach to deadly viruses by photographing individuals in different states of fright.

Christian Algranati says that 'Paranoia' is meant to touch upon HIV, H1N1 and dengue. I wouldn't have picked up on that without Algranati's introduction to the series, but the photographs depict fear, apprehension and denial beautifully.

Implications - Artists and businesses can benefit from cultural phenomenon and controversies by incorporating these elements into their images, advertising and branding. By addressing a topical issue, a new company can gain media and consumer attention in a competitive market where they may have previously been overlooked. Connecting to customers on a personal and emotional level by addressing current issues will ensure that the imagery is memorable and powerful to the viewer.