Every Pill I Took: 2000-2001

The branding of ecstasy pills was essential to the marketing of the drug in the 1990s and 2000s, often based on well-known corporate logos. Michael Lorenzini, a nightlife photographer, became fascinated by the design details and photographed every pill he took from 2000-2001, revealing hidden imperfections and textured landscapes.

Format: Paperback / softback
Length: 32 pages
Publication date: 30 December 2022
Publisher: Blurring Books

In our society, where the prevalence of pills is undeniable, pharmaceutical companies, often referred to as Big Pharma, have employed innovative design strategies to differentiate their products and captivate consumers. This trend extends even to the era of ecstasy, which gained popularity in club and rave scenes during the 1990s and 2000s. The branding of ecstasy pills became crucial in marketing, allowing users to distinguish between high-quality substances and potentially harmful ones. Many ecstasy brands were inspired by well-known corporate logos, making them easily recognizable to those involved in the drug culture. Interestingly, pill makers capitalized on the brand recognition of our corporate society, subverting these brands simultaneously. This phenomenon, as described by cultural critic Carlo McCormick, collapses the space between subversive youth culture and acquiescent mainstream passive consumption.

While working as a nightlife photographer in New York, Michael Lorenzini became captivated by the intricate design details of ecstasy tablets. Determined to document this underground art form, he embarked on a project to photograph every pill he consumed between 2000 and 2001. Despite their jewel-like appearance in their tiny colorful forms, Lorenzini's macro photographs, captured on slide film with an extreme macro lens, reveal hidden imperfections and textured landscapes that add depth and complexity to the images.

Through his lens, Lorenzini showcases the artistry and craftsmanship that go into creating these pills, highlighting the meticulous attention to detail that goes into their manufacture. The photographs also shed light on the societal implications of drug use, raising questions about the role of corporations in shaping drug culture and the potential risks associated with substance abuse.

In conclusion, the branding of ecstasy pills during the 1990s and 2000s was a reflection of the complex relationship between corporate culture, youth culture, and drug consumption. Michael Lorenzini's project, through his macro photographs, provides a unique perspective on this underground art form, highlighting the beauty and imperfections of ecstasy tablets while raising important societal concerns.

Dimension: 279 x 215 (mm)
ISBN-13: 9781736156254