TOO BIG TO FAIL is an ironic embrace of tech and retail advertising, in an attempt to criticize and satirize its inability to relate to the public.

Through using more naturalistic photography, paired with corporate graphic iconography, the work confounds the original rhetoric of the advertisements, as well as allows a more personal entry point standing in stark contrast to the typical advertisement structure.

By using consumer grade materials and techniques that emphasize the hand, the work allows for a greater level of accessibility.

This is in order to facilitate more rigorous media criticism.