Drago – Street art publisher

"The Serra Effect" is a look in the way artist Ivory Serra sees his world. The title of the book alludes to the impact that his vision has made in the environment that he photographs. His images capture the impressions made by legendary popular culture icons and focus on the aesthetic nuance that make them a powerful subject. Serra's ability to visually take control over the sitting speaks for itself. He is an artist who clearly has had an effect and will continue to be an influential member in the world of art and fashion. Among the icons immortalized by Serra are: Unberto Eco, Elisabeth Hurley, Tony Alva, Andy Warhol, Tommy Guerrero, Tony Hawk, Aaron Rose, Mark Gonzales, Harold Hunter, James Taylor, Richard Serra, Colin McKay, Phil Frost, Alanis Morrissette, Peter Gabriel, Davis Bowie and Moby, Rodney Torres, Barry McGee, Tom Sachs, Robert Plants, Filip Glass, Wu Tang, Moorcheeba, and Lenny Kravitz.
Paulo von Vacano writes, "'Effetto Serra' is the Italian description of what in English is known as 'The Greenhouse Effect.' The 'Greenhouse Effect' is the in and yang of the future of mother earth, the 'Serra Effect' of Ivory Serra is the Dim Sum of contemporary photography. Ivory Serra remixes like the Wizard of Oz the symbols and signs of global pop cultures. The state of artcapitalism in todays brave new world is the result of  a Pax Americana, where the counterculture of the society of spectacle becomes consumer culture where under is over and over is under."