Sam Jinks | Into Art

To shift perceptions about art and its relevance and accessibility, Telstra has commissioned Australian artist Sam Jinks to transform three everyday Australians who aren’t typically “into art” into lifelike sculptures as part of a promotional campaign for Telstra’s Into Art project. For Jinks these sculptures offer a playful opportunity to draw attention to the fact that some Australians do not feel interested in, or prepared to engage with, art. Widely known for his hyper realistic sculpture, Jinks brings a sense of playfulness to each of these artworks. By foregrounding the individual characteristic and personality of the subject he intentionally highlights that every person is unique – and approaches art in their own way. For some people like Harpreet, Midori and Bradley, art may seem inaccessible or elitist, requiring specialist knowledge. Or they might worry that they won’t understand what an artwork ‘means’ and how it ‘should’ be interpreted. Or they might just think it is all a bit boring.

Through these three lifelike portraits Jinks creates an opportunity to bring people face to face with themselves transformed into art. By immersing the subject in the artistic process, and presenting them as art at the NGV, Jinks is encouraging his subjects, and people who may share their hesitation to feel more at home with art, in an art gallery.

The artist emphasises that art is here to be enjoyed from many perspectives – aesthetic, technical, intellectual, or philosophical. Art can be both serious and fun. Jinks reminds us that every viewer sees artwork differently. There are no rules for how art should be interpreted. It is all up to the individual.

Into Art, commissioned by Telstra, Principal Partner of NGV