Imagine if one day capitalism reaches the point, where the big brands starts to sponsor the superheroes. How would this influence their images? That’s the question that Roberto Vergati Santos invites with his Sponsored Heroes series. Based on this hypothesis, he decided to experiment with some characters, and see what would be the results of such idea. Santos takes images of familiar superheroes from movies, television, and comics, and assigns each one a brand. It’s a simple execution, but one that forces us to contemplate how easy it could be to see superpowered folks sporting Adidas exclusively or earning a little extra income from Red Bull. What happens when superheroes stop fighting for the American way and start fighting for the American corporation?
Superheroes have to pay the bills, after all, and superheroics isn’t really that lucrative.