This is the premise feminist scholar and cultural critic bell hooks establishes at the beginning of her book of essays on the subject of love, ‘all about love’. Knowing love or the hope of knowing love is the anchor that keeps us from falling into the sea of despair.To love well, we need to understand what we mean when we talk about love, and what love means to us all individually on the deepest, subconscious level, in the part of ourselves that began to be constructed in our earliest lives. The campaign uses a single quote from All About Love as a jump-off point for commissions: “Whether it is the ongoing worldwide presence of violence expressed by the persistence of the man-made war, hunger and starvation, the day-to-day reality of violence, the presence of life-threatening diseases that cause the unexpected deaths of friends, comrades and loved ones, there is much that brings everyone to the brink of despair. A teaser poster campaign for All About Love is also designed by Fraser Muggeridge studio. Through the project, BuildHollywood hopes to champion local creatives, but also touch neighbourhoods with “messages of love, care, vulnerability and bravery”, curator Zarina Rossheart shares.
The project will kick off in Birmingham with Grace Ndiritu and run until 30 April, before moving to Glasgow, Manchester and Brighton, culminating in Bristol from 8-10 September.
Each has created works for their hometown, or the city in which they currently live and work.
Grace Ndiritu, Jasleen Kaur, Eve Stainton, Helen Cammock, Asmaa Jama are the artists involved. From April to September, these artworks will appear across billboards in five UK cities. So the creative outdoor media company has enlisted five artists to create artworks inspired by hooks’ work. In the text, hooks explores how we love in an oppressive society for BuildHollywood, its message is more timely than ever in our current age of crises and uncertainty. Bell hooks published the groundbreaking book All About Love in 2000, though it’s still finding new readers today – broken down on TikTok and revisited online for its enduring take on love.
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