Giant Portrait By Jorge Rodriguez Gerada

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
The Identity Series
The Identity Series began in Spain in 2002. Gigantic charcoal portraits of anonymous people that scale the walls of buildings in different cities. These drawings question the controls imposed on public space, the role models that represent us and the type of events that are guarded by the collective memory. The blending of the charcoal and the wall surface with the wind, rain or the sudden destruction of the wall is ultimately the most important part of the process. The intent is to have identity, place and memory become one.