The Bay project is a continuation of my research of marketing, appropriation and authorship issues. As advertising campaigns are borrowing from art concepts more frequently, the line between them becomes blurred. I was involved in an investigation with the Hudson’s Bay Company regarding their campaign entitled “Live Artfully”, which closely resembled my work. The Bay’s campaign, which was launched in the summer of 2008, borrowed visuals and the name of an exhibition I had in 2006 at Tartooful Art Space
. Although the similarities were evident, the campaign was labeled as a coincidence, which made me interested in the ever-blurring lines of art, commodities and advertizing. Since the ending of the campaign, I continued to perform in-store interventions dealing with appropriation. The project is ongoing as the advertizing for department stores transforms according to the changing of seasons and holidays.