This project is born from a thought that Chacho Puebla had recently. We all generally live under certain rules and we are not as free as everyone would like to think. Take something that Chacho loves: design. Who establishes the rules for the beauty of the graphics? A large proportion of graphic work today is ugly. Well, that is at least according to the standards set and the work of professionals. We applauded certain structures and searches. All towards a harmony and visual construction where we all collectively determine what is aesthetically pleasing. However, the majority of people don’t see it like this. We can call them beauty illiterate if we like, but the truth is that we are in a minority of people who want everything to look beautiful.
So it occurred to Chacho that instead of making the ugly beautiful, to make the beautiful ugly. He choose a selection of projects that he liked and attempted to make them as ugly as possible. Again, ugly from what he believes ugly to be.
The truth is that it hurted him to destroy such beauty and harmony. It wasn’t difficult, but it was painful. He tried to use the same elements and layouts but within everything that he didn’t like.