Ben Elwes

All That Matters is an on-going mixed media work involving damaged high performance, luxury vehicles. The prestige car market remains an exclusive and supremely competitive arena. Conditioned as we are to seeing advertising in a particular way and high value products such as prestige vehicles usually seen in the context of immaculate advertising campaigns, here we are confronted by a paradox. That illusion of perfection is ruptured, and our expectation becomes confused. The work attempts to question our relationship with advertising, through a mischievous play on the language of advertising.