An Article by BORN Marketing
Art, at its core, is meant to provoke thought, stir emotions, and occasionally, raise an eyebrow or two. So when the irreverent and decidedly ‘out-there’ piece Comedian by Maurizio Cattelan (the banana taped to a wall, for those living under a rock) hit the auction scene, it wasn’t just the art world that was taken aback, it was the entire internet. But here’s a twist in the story: we are priviledged to now reveal that the iconic image of that edible piece, famously photographed in all its duct-taped glory, wasn’t captured by just any photographer. Nope, the auction photography was shot by BORN’s photographer, Mark Babushkin. That’s right, the team behind cutting-edge digital work, design, and branding was behind the lens for one of the most talked-about art pieces of the century.
The Tale of a Banana, a Wall, and the World of High Art
For the uninitiated, Maurizio Cattelan’s Comedian,made its debut at Art Basel Miami in 2019, and it did not go unnoticed. Two of the three editions, which involved ripe bananas affixed to a wall with a strip of duct tape, were sold that year for a mind-boggling $120,000 (one later “eaten” by a performance artist, David Datuna, because of course). As bizarre as it may sound, the piece sparked a flurry of commentary on the nature of art itself—
Is it a statement on consumerism? Is it an art-world joke? Is it a comment on fragility and impermanence? Or, more simply, is it just an incredibly expensive banana?
When Sotheby’s was going to auction with the second edition of Comedian during “The Now and Contemporary Evening Auction”, they turned to the creative experts at BORN to capture the piece. And while BORN’s usual creative work involves digital experiences, design, and immersive storytelling, this time, the agency took on the task of documenting the very thing that was challenging the boundaries of both art and commerce. We knew that shooting it for this groundbreaking auction with our longstanding client, Sotheby’s, required wit, warmth and precision in support of the artwork’s incendiary reputation.
Shooting the Banana
Housed at Sotheby’s York Avenue HQ in a bespoke arched structure, Comedian waited for its turn in the spotlight alongside works by Monet, Picasso, and Warhol. But surely photographing and retouching a banana should be the utmost in simplicity for experts in fine art and luxury? Not quite. Concepting, handling, lighting, shooting and delivering pixel perfect imagery of this ultra-valuable, even notorious, piece was handled as carefully as any master’s work.
As commented by BORN’s Head of Photography New York, Benjamin Fraker – “Capturing these images required extra precision”. “During the photo shoot, we worked with a department specialist to retape the banana to smooth out wrinkles in the duct tape. We knew we had to get the perfect shots as the Comedian is ‘the masterpiece of the moment’ – and the pictures did indeed go viral around the globe.”
From Digital Innovations to the World of Fine Art Photography
BORN isn’t your typical advertising agency. It’s a hybrid creative studio with the magic touch of combining high-end technology and cutting-edge creativity. Under Tech Mahindra, we specialize in creating compelling digital stories and immersive experiences across platforms—but shooting art for Sotheby’s? That’s something else entirely. So, how did a team known for high-tech, futuristic projects get involved in photographing Comedian, a piece that had more than a whiff of, shall we say, absurdity? While a traditional art photographer might have approached this task by focusing purely on the aesthetics or fine details of the piece, BORN’s creative directors took a more holistic, narrative-driven approach to the shoot. After all, this wasn’t just about capturing a banana; it was about capturing a cultural phenomenon that raised questions about value, meaning, and the very fabric of the art world. We were tasked with immortalizing this oddball art piece in a way that matched its disruptive, boundary-pushing nature.
A Little Tech, A Little Art, A Lot of Humor
The shoot itself was not without its challenges, as anyone who has ever tried to photograph a banana might imagine. How do you make something so simple, so banal (pun intended), look profound? How do you frame a piece of art that is already poking fun at the pretensions of the art world itself? The answer was a combination of creative lighting, perfect timing, and a touch of humor.
BORN’s photographer had to take into account the subtle play between simplicity and complexity. A banana on a wall may seem like a one-dimensional gag, but when captured through the lens, it becomes a statement. The carefully chosen lighting illuminated not just the banana but also the air of absurdity surrounding it. The final photograph was crisp, clean, and made the banana appear almost sacred, as if it were some divine relic in the world of modern art.
Replace as it Rots
With a pre-sale high estimate of $1.5 million, crypto entrepreneur Justin Sun (@justinsuntron) outbid six other bidders to close on an astonishing $6.2m (fees included).
Alongside taking home the world’s most expensive perishable, Sun was given a starter kit for the sculpture, including a banana, a roll of duct tape, a certificate of authenticity and detailed instructions for displaying it, including that ‘it will be the buyer’s responsibility to replace the banana as it rots’ – not least because of Sotheby’s 5-year post sale Authenticity Guarantee. Sun said he would eat the banana – as indeed, at least two other viewers of the piece have done before as it travelled global galleries.
Official headshot taken from https://www.instagram.com/p/DCn2IcYJbVr/?hl=en&img_index=4
The Takeaway (Aside From the Banana)
So, what’s the takeaway from this whole delightful, absurd, and strangely profound story? First, never underestimate the power of tech and creativity coming together in unexpected ways. Second, in the world of art, anything can be a masterpiece—whether it’s a finely crafted sculpture, a deeply symbolic painting, or even a fruit snack taped to the wall.
And finally, a reminder that the next time you find yourself standing in front of a piece of art that seems too strange to understand, just remember: BORN might be behind the lens, turning the ordinary into the extraordinary, with a little help from a banana. Because, as it turns out, even in the world of fine art, sometimes you just have to peel back the layers.
