The Big Choice | 2007
An interactive and playful critique of free market fantasies, 'The Big Choice' was a re-purposed arcade machine designed to allow the user an opportunity to buy a 30-second window of time for 25 cents with which they may attempt to grab a piece of the metaphorical American pie. In reality, the pies were pre-packaged, artificially flavored apple pies, each of which had been assigned a short, usually unpleasant, truism, about many of the harsh socioeconomic realities behind the American dream.
Designed-in surprises abounded as one attempted to navigate the mechanical claw, such as counterintuitive programming of the machine’s joystick and apple pies strategically located just a hair too short of the claw’s steely reach. 'The Big Choice' was an absurd machine, by design… Much like the object of its critique.