Tag Archives: death


Charles Inottum has been studying bones all his life. The topic is unusual and interesting, but what makes it also intriguing is the fact Mr. Inottum is not a scientist but a philosopher. His almost naive dedication to the subject unearthed some controversial and, sometimes, creepy theories.  The bone-white brilliance of his reasoning, so far, has only been balanced by the obscurity of his persona. Most of his books are still unknown or unpublished. Which is a pity, given the originality of his ideas and the extravagant, random poetry of his writing. So, when Mr. Inottum showed up at the Brandpowder Studios asking for help, we truly did our best to promote his work.

Opening picture (top): Poster for the premiere of “The Visibile Skeleton”, an essay on the multiple metaphors of teeth: in the foreword the author suggests that “every time we smile, the only visible part of our skeleton comes to surface. Teeth are the epiphany of death and there is nothing to laugh about it.  At ancestral level, back to the primordial  night, man was certainly more hunted than hunter. The moonlighted teeth coming out of darkenss represented the fear of the wild beast, its power to inflict death by tearing human flesh apart.”

Below: “At The Roots of Laughter and Pain”. In this book Mr. Inottum speculates about the ambiguity of joy and sorrow saying that, at the very bottom, they are the same thing. Teeth are, again, central to his theories. He compares them to “enamel trees building a fence around the lying tongue, placing tenacious roots into the bed rock of blabbering jaws.”

“Fight, Feed, Fuck” is perhaps the most controversial book by Charles Inottum. The idea, here, is that the body can be imagined in three sections, or Mouths. Each one is specialised in one activity, indispensable for our survival. The three “F”s represent our need to Fight, to Feed (ourselves and our offspring) and to Fuck (for reproduction). We suggested the author to change this last word, a bit too graphic in our opinion, but he insisted to keep it: “it helps people to fix the concept”. The original work included also a section dedicated to Fugue, another key element for survival. Fugue, allegedly, is associated with the anus, which is a back-mouth. This explains why animals, before running for their life, literally  empty their bowels in order to be lighter and faster. The way of saying “I’m shitting in my pants” is also a reminder of this biological trick.

Below: concealed weapons. Charles Inottum speaks often of  “latent aggressivity” as a natural and permanent state of mind of human beings. We think we are civilized and in control of our emotions but, at the very bottom, we are wolves disguised as sheep.

COMING SOON:  “Sex and Bones”.  Charles Inottum’s new book, due to come out next January, starts with a provocation: how about if we look at lingerie as an extra layer of bones? Isn’t it an exoskeleton, after all? The author argues that female seduction, as a strategy, finds in lingerie not precisely a weapon but an elegant self defense. In other words: every piece of corsetry mimicks the inner skeleton (corsets were made of whalebones). We asked Mr. Inottum why should we be allured by such scary symbol, and he told us men are attracted by danger and fear. Lingerie, to him, is not a playful, sexy thing. It is imago mortis.

Below: The way of saying “dressed to kill” is revealing for Mr. Inottum. Behind every courtship leading to carnal knowledge there is an intricate world of symbols. White lingerie is linked to the bone. And probably to the boner.

Above: this bustier is reproducing the interwoven complexity of tendons, muscles and bones. Inottum thinks the visible skeleton is a haunting presence, and he wonders why people refuse to see such evidence.

Below: Skin Deep? This tattoo tries to get underneath. But alas! – says Inottum – the exploration is not exactly reaching the inner body but only a scientific representation of it. Probably this is an unconscious, failed attempt to open up and reveal what’s inside.

Above: “Rose” by Christophe Gilbert. Once again, according to Mr. Inottum, the flesh is a thin coat of paint, a fragile membrane that barely holds us together. The body is filled with flowers, an unconscious allusion to antique embalming.

Above:  Dissolving Beauty. In this case, the skeleton becomes the ornament.

Queen. A black card from Gareth Hedges’ album (author is unknown).
Above: teeth are the hardest and most durable part of our body, a mixture of dentine and enamel. To anthropologists in the distant future – Mr. Inottum says –  a molar will provide all sort of information about the way we lived and loved.

According to the author, moose’s bones are the living proof that horns and teeth are strictly connected. Their evolution is linked, again, to the three “F”s theory.

Above and Below: Mechanical and Make up. The mouth opens to a whole range of interpretations and Inottum, like an enthusiastic writer-dentist, can’t wait to plunge into deep analysis, coming out with always unexpected answers.

Above: two images by Jason Freeny. The artist creates hilarious supporting structures inside objects, characters and everyday’s icons. The Empty Society, according to Charles Inottum, digs into the void, desperately seeking for a soul.  What we are left with, in the end, is just a smiling skeleton, a handful of bones.

Below: the way of saying “are you nuts?” is well interpreted by this sweet treat (or trick?). The similarity between brains and walnuts – Inottum explains – is not coincidence, but a clear sign of a vegetative state of mind.

The Brandpowder Team.



Patent 00000027: and God created woman.

Our readers would excuse us if, this time, Creativity and Good Design goes metaphysical, focusing on some unusual aspects of copyright and ownership. We’d like to begin with a simple thought: God is the owner and inventor of everything. Our second thought, which is a consequence of the first one, is that we are just borrowers of things. We don’t actually own a single thing. Not even our body, which is a disposable item with an expiration date. That’s why the majority of us is so attached to stuff and we claim material and intellectual property over things: because we are afraid of death. Now, let’s assume that God, while creating the Universe with inexaustible fantasy and talent, considered for a second to copyright every single thing. Wouldn’t the world had been a sad, ugly place to live in? Just imagine a copyright symbol stamped on everything – from atoms to oranges, from flowers to raindrops – all things bearing the ® of Lord. Imagine the infinite series of lawsuits filed by God against all of us for using His world without asking permission, or for infringing the copyright. Fortunately, He didn’t do it. In His tremendous generosity, He just created an immense playground for us to enjoy. Then He left (or we left Him, depending on your point of view). This fact should make us all reflect upon what is ours, really. The Brandpowder Team is glad to post here a visual experiment on Surreal Ownership, as a way to look at creativity, marketing and even philosophy under a new prism.

God’s Patents 20334995, 453392332 and 23002391D: the blue sky, the seagull and the high altitude, dissolving cirrus.

God’s Patent 91120034857: the globe artichokes.

God’s Patents 271122300, 573920204, 475402183, 475449010 and 339120032: the altostratus, the island, the iceberg, the seawater and the nordic light.

God’s Patents 093445711, 94825565834, 384500019, 394302104 and 21113097: the saltwater lake, the cliff, the morning fog, the mountain peak and the light blue sky.

God’s Patents 79758554, 566540322, 1120212307, 55769211F and 998961244: the sandy plateau, the shadow, the boulder, the geyser and the crystal clear sky.

God’s Patents 40069194, 5059432, 00593039278, 038475573 and 57678321H: the forest’s bush, the fire, the driftwood, the soil and the night.

God’s Patents 7187237, 9082971, 6565382, 34955540, 464564372, 0943820, 7831643, 0039384, 2736421038, 3732392, 373762119, 0437597311N, 548290573941 and 676430111K: the grassfield, the bistort, the wintergreen, the alpenrose, the aster, the bartsia, the alpine aven, the calamint, the butterwort, the toadflax, the alpine daisy, the hawkweed, the french honeysuckle, the golden hawk’s beard.

God’s Patents 3190923, 7294532, 01947591, 018423434, 0998991, 1213002, 3452177 and 558812F: the very pale blue sky, the red ants’ underground nest, the camelthorn bush, the giant acacia, the riverbed, the igneous rock and the barren hill.

God’s Patents 0674493222, 8879943220K, 0033391823 and 00000032: the reflecting property of water, the krill, the whale shark, and the ocean.

God’s Patents 0000000001, 00000000011 and 0000045611922: Darkness,  planet Earth and the Moon. Light, as you have guessed, was not His first, but His second invention.

God’s Patents 000000073, 0092384735, 00393847332, 001982832, 001211373, 0000000006 and 0000411256: the expanding universe, the gaseous nebula, the column of cosmic dust, the white star, the helium, the dark matter and the quasar.

God’s Patents 910827346745 and 0000004972: the fig’s leaf and the idea of Creation itself.

The Brandpower’s symbol: a non-trademark, anti-marketing approach to things.


Personal work against the habit of DRINKING AND RIDING which – by the way – kills, every year, almost one million bikers around the world.