Reappropriation – of culture, of celebrity, of nature and technology – is the name of Adam Hale’s big-on-social-media game. Loved by Georgia May Jagger and followed by over 111,000 dedicated fans, the Preston-born founder of The Daily Splice takes pages from the many free magazines given out around the country, images and content we’ll dispose of before our journey’s end, and turns them into lasting pieces of art. As he works his cut-and-paste magic on our eyelet and bow trainers in celebration of London Fashion Week, we thought we’d dissect him for a change…
How did the idea come about?
The Daily Splice is a reaction to the bombardment of free literature forced upon commuters in large cities. It’s hard to travel during rush hour without being offered a magazine or having to move a newspaper to take a seat. Commuting into London day in, day out, I realised the sheer number of high-quality images on offer and felt an urge to re-purpose them.
Inspiration, where do you find yours?
I’m generally inspired by the source material I collect each day. I enjoy lifting elements from the page and creating brand new narratives. A ‘disposable’ editorial image becomes a permanent work of art. With a commissioned piece I’m often inspired by the brand or product I’m working with. Some of my strongest pieces were born out of the confines of a brief; an opportunity to work in a new way.
What themes run through your work?
A recurring theme is the relationship between humans and the world around us, the contrast between nature and technology. There’s also a creepy undertone to the work, I enjoy making something surreal out of two or more perfectly normal images.
How do you maintain your aesthetic with such varied magazines?
Although the content differs massively there’s a simplicity that runs through the work. I like to use a plain background so the design stands out, and I guess that works for everything I make.
You’re described as an artist – how does that feel?
Great, from a young age I wanted to become an artist of sorts and I eventually studied graphic design. I think everyone should have a creative outlet and Instagram has allowed me to share my work with thousands of people on a daily basis.
Have you had much response from the people pictured in your work?
Yes, models will often comment and repost; Georgia May Jagger is a follower. It’s allowed my work to be viewed by a wider audience and I really appreciate when anyone shares it.
What has been your most successful image so far?
I was lucky enough to be featured by Instagram on their blog and they opted for a collage of a headless woman in a bikini balancing a set of antlers on her finger tips (its number 168, and pictured above, if anyone wants to check it out). As crazy as that collage sounds, it seems the most successful posts are the trippier ones.
Lastly, what work do you have in the pipeline?
I’m currently working with you guys, then ELLE US for their coverage of the Oscars, and there’s an exciting project with Cartier lined-up – we’re working together on a series of images for an upcoming launch.