Recently Completed: Converse, AARP, Time and the Montana Office of Tourism
September 5, 2012
LUCEO is pleased to have recently completed work for Converse, AARP, Time, and the Montana Office of Tourism (among others). Montana Office of Tourism acquired video and stills for incorporation into their Get Lost campaign.
Cattle slaughter near Miles City, #Montana. A man displays his hands shortly after making a cut through the jugular vein of a dead cow hoisted and suspended from the ceiling by its hind legs. The cut bleeds the carcass of #blood which flows into a drain in the floor before it is then skinned, gutted, halved, chilled, and aged. Although the visceral nature of the act is visually obvious, the #slaughtering process is incredibly quiet, efficient, and humane. Animals are loaded into a chute and momentarily isolated in a kill box where they are almost immediately shot once in the head. The deconstruction of the animal into its increasingly smaller constituent parts represents a shifting word-set that corresponds to our comfort with the process. The animal begins as a whole #cow. Once it is slaughtered, it is drained of its blood, separated from its head, skinned, and gutted. During this stage it becomes a #carcass. The carcass is then split in two down the middle of the spine where it becomes #beef. The sides of beef are then segmented into their primal cuts which are further broken down into the #steaks and roasts which are then cooked and transformed into the most normative word: #food.