Alex Comeau ’11 wants to “move the line between art and advertisement.” Alex, an Essex, NY, native and graduate of Plattsburgh High School, is using his University Fellowship to develop a fictional brand, PAC, that he plans to market in the North Country over the course of the summer.  His research project, titled “PAC: Becoming a Brand Identity, A Grassroots Campaign to Market a Product that Doesn’t Exist,” can be seen in Canton stores.

“American culture is inundated with advertising, and my project intends to add more, by producing a visual marketing campaign to promote a fabricated brand,” the fine arts major says.  “By plastering the town with posters and fliers, PAC attempts to make people reflect on the subversive ways advertisers appeal to our senses and sensibilities.

“The art in the project communicates a social critique,” he continues.  “PAC is an artistic experiment in creating cheap art, and doubles as an opportunity to develop my artistic modes of expression. Because I’m printing 50 posters using a hand-carved block, PAC art becomes both pretentious and accessible. The brand is a deliberate blurring of the definitions of ads and art, and it examines the positive questioning role art can play in society today.”

Through his fellowship, Alex has had the opportunity to work one-on-one with Assistant Professor of Art and Art History Amy Hauber.  “She’s like my brainstorming cap,” he says.  “The level of interaction I’ve had with her while working on this project is what excites me about St. Lawrence.  The professors will give you the time and put in the work if you’re willing to do the same.”

One thing Alex certainly wouldn’t trade for anything is the opportunity to do this research.  “This has been amazing so far,” he says.  “Being here in the summer, my project is my only focus.  I don’t have to worry about grades or other classes.  All of my time can be spent on this.  I’m so appreciative of the experiences this fellowship has given me.”