In 1929, the Belgian artist Rene Magritte created The Treachery of Images. The painting showed a pipe, and under it the paradoxical inscription This is not a pipe. When it was pointed out to him that what he had created was in fact a pipe, Magritte replied "OK, you should try filling it with tobacco then". Stated 10 years before the infamous WWII propaganda campaigns, Magritte's warning was clear: Beware of the seductive and deceptive power of images.
Religious institutions, governments and corporations have mastered this power and exploit it to advance their interests. Unfortunately, these practices are at the root of today's social, ecological and financial problems; and as representation technologies become more sophisticated, their sources more centralized and their reach broader, the problems are bound to become more challenging.
Beware of Images is a feature-length, animated documentary about the history of visual representation. The movie explores the intricate relationship between the technology, regulation and social effects of mass media. Its aim is to serve as an educational and entertaining media literacy tool that can be enjoyed by everyone.
His work explores the relationship between art, mysticism, science, and technology.
He has designed over 80 cd covers, working with musicians as varied as
Luis Miguel and Cafe Tacuba.
A native of Mexico City, Sergio moved to Vancouver in 1996, joining the faculty of the Vancouver Film School in 2006. His 2009 lecture Digital Art: A Poetic Vision is approaching 200 billion views through a variety of forums.
Sergio holds a master of education diploma from Harvard University and has lectured extensively on issues of visual communications. He completed the thesis for
Beware of Images at Stanford University based on research he conducted at the University of British Columbia. His recent work was published by NASA.