Daniel Eatock


4 Powell Road
E5 8DJ

My specialism is lateral thinking, resolving the complexity encountered in the world with reductive poetic logic. I intertwine commercial and cultural practice: responding to the paradox of daily life and the complexities of project assignments. I seek focused solutions that feel inevitable. I get there by starting at the beginning, asking why, what if… then making sense of the things I find with radical acceptance and by embracing truth.

Please follow me on Instagram. I am reposting works, exploring the things I have made over the past twenty years in preparation for the next twenty years.

Television commercial for the Smart Roadster

The photograph of the car, given by client, is stretched to the length of the actual car (3427mm) and scrolled through forming a blurring of horizontal lines reminiscent of the view when looking out of a car side window. The speed of the horizontal scroll was informed by the duration of the advert, there was an 8, 15 and 20 second version.