Kroc

Seeking spirituality in fast-food, Konstantin Dimopoulos presents a visual essay which profiles in very simple words and drawings the development of McDonald's coporate image by master slesman Ray Kroc. Dimpoloulos invites us to enter the orbit of the 'Big M', tracing the powerful imagery of the 'easybite' from it's drawing board beginnings, through it's present incarnation as capitalism's most enduring symbol. Taking this concept a step further he invites comparison between McDonald's religion of hamburgers, and popular Christian iconography, seeing in both a digestible symbolism designed for fast consumption.