Sad is an art direction platform, founded and directed by Josh Johnson and Cyril Baldy.
Sad is an open acronym – a stance. The combination of signifiers that these three letters can be. Sad is a name.
Art/Works ranging from music, installation, video, fashion, performance, lifestyle publications and online art gallery are all Sad stuff. Sad lies in bed on a Sunday afternoon, spooning the contemporary and the inspirational power it has to offer.
Sad art/works are a translation of its fantasy or Sad Augmented Realities.
A Sad Augmented Reality is ok with existing by including not-existing (yet). It appears by being imagined, whether or not it is observable or comprehensible. It Includes everything that has existed, exists, or will exist.
Sad enjoys soulfully bitch slapping the normative borders that constitute art’s mode d’emploi. In the aftermath whatever is possible.
Sad does not align itself with the idea that a specific array of works belong to specific contexts. Sad bucks borders and introduces novel influences, new lineages.
With a background in choreography and dance Sad has an acute understanding of the human body. Theory is chewed up and manifested through complex kinaesthetic organisations, situations that haptically investigate that which seemed, at first glance anyway, impossible or uncanny.
Sad does this while giving a curt nod to historically ratified aesthetic stances, all the while following an instinct to push art’s intra-action with contemporary thought. Sad throws down ideas in the mix, subjecting them to some rigorous aesthetic mud wrestling.