During the early 1990s, Gerada altered countless billboards and staged guerrilla performances in and around the New York City area. He was one of the founders of the “Culture Jamming” movement, alongside friends such as Ron English.
CULTURE JAMMING: ADS UNDER ATTACK
In the Culture Jamming section of her book “No Logo”, Naomi Klein reviews the strategies that have been used to confront the corporations marketing their logos around the world: from massive public campaigns, to sponsorship deals with sports teams, universities, public schools, and communities. She reports on the billboard alterations of New York guerilla artist Gerada, who “refuses to slink around at night like a vandal, choosing instead to make his statements in broad daylight. For that matter, he doesn’t much like the phrase “guerilla art,” preferring “citizen art” instead. He wants the dialogue he has been having with the city’s billboards for more than ten years to be seen as a normal mode of discourse in a democratic society. Klein claims that Gerada is widely recognised as one of the most skilled and creative founders of the culture jamming, the practice of parodying advertisements and hijacking billboards in order to drastically alter their messages. Streets are public spheres, adbusters argue, and since most residents can’t afford to counter corporate messages by purchasing their own ads, they should have the right to talk back to images they never asked to see”
Naomi Klein, from the book No Logo.