Tom Sachs – Consumer Culture and DIY Branding Aesthetics
Tom Sachs is known for recreating high-end branded objects (like McDonald’s, Chanel, NASA) using crude, handmade methods—deconstructing their perfection and exposing their constructed mythology. His installations often include sound elements, whether it’s the audio of a faux-McDonald’s kitchen or the background hum of industrial tools, creating an immersive brand-space gone wrong.
Sachs’s work shares my interest in de-fetishizing branding, turning clean corporate environments into messy, ironic, critical zones.
His tactile rebranding techniques parallel my sonic rebranding—where I remix KFC’s audio to clash with Tanzanian visuals.
Sachs also critiques how brands infiltrate identity and aspiration, something my video exposes through the contrast between fast food sound design and real-life local conditions.