Last week we went to the Guggenheim Museum in New York to see the exhibition of work by Maurizio Cattelan.
As art, it may not be to everyone’s taste, but we were fascinated by his work. I was also amazed by the volume of his work, and the time and hard work that had gone into it. This retrospective gives some idea of the depth of his commitment to his art.
Creating art is what he does with his life, and he works hard at it.
That made me a little envious. As a writer and copywriter, much of my work is transitory. It is here today, does what it was designed to do, and then it’s gone. It is very rare that commercial writing or advertising survives for very long.
But…
But some advertising does endure. It becomes iconic. It is remembered.
So perhaps, instead of feeling envious, I should simply commit to creating work that is worth remembering.
Perhaps we all should.
In this video you’ll see how Cattelan’s work was set up and displayed at the Guggenheim.
About the author: Nick Usborne is an online writer, copywriter, author and coach. Read more…