Giant Portrait By Jorge Rodriguez Gerada

Culture Jamming
Artfux was a group of who described themselves as a “guerilla art group". They would illegally alter or replace a tobacco or alcohol ad with a new statement and image that spoke about the negative effects of these products. They were active during 1989-1992 in New York City. During these years Rodriguez-Gerada altered countless billboards, undertook guerrilla performances that called the attention of the media for their audacity. Other than altering the messages on the billboards of advertisement, he would also manipulate street signs to give them a different meaning and raise awareness. All of these activities were focused in and around the New York City area. When realizing that the media was very interested in what they were doing, they decided to focus on the disproportionately high amount of damaging products (get drunk quick beverages and menthol cigarette brands) being advertised in poor and minority areas in the Tri State area. The billboard alterations from this time are among his favorites because there was a very clear goal and plan of action. They would illegally alter or replace a tobacco or alcohol ad with a new statement and image that spoke about the negative effects of these products. Afterwards they would send out press releases with photos of their exploits. They received a massive amount of attention from the media. Most of the time the media would either print the press releases directly or send a reporter. After the break up of Artfux, Rodriguez Gerada continued his direction with the culture jamming group Cicada Corps of Artists.
Rodriguez-Gerada was first brought to international attention with the book No Logo by Naomi Klein. "In the chapter dedicated to 'Culture Jamming' she reviews some of the major exponents of this direction. Among them, the Canadian journalist focuses on the work carried out by the North American artist of Cuban origin Jorge Rodriguez-Gerada, entailing direct interventions on billboards and street signs. She states "Rodriguez de Gerada is widely recognized as one of the most skilled and creative founders of culture jamming, the practice of parodying advertisements and hijacking billboards in order to drastically alter their messages” Culture Jamming: Ads Under attack, Brandweek