Festival Community
This website is using cookies to. By clicking 'OK', you agree with our cookie policy. More about this.


visual communication practice

It Does Grow On Trees!

Description of idea

Describe your idea and concept of your work in relation to the festival outlines:

The concept plays upon the old saying that states ‘’Money doesn’t grow on trees’’ and relating the whole concept to debt. Debt could be in many forms and procedures, however; the verily recognized symbol for debt is the credit card. The credit card is the symbol of debt in this piece and is used to convey its concept.

The old saying says ‘’Money doesn’t grow on trees’’ when someone would like to buy something unnecessary and they can’t afford it, quite frankly I say ‘’Debt does grow on trees.’’ The quite difference is, the latter is not for luxuries, it’s for necessities. With the rising life expenses, the less fortunate were forced to endure debt to able to catch the flow, which unfortunately enough, the debt providers are happy to raise the interest while you take more to pay other debts.

The setting is basically a manufactured trunk that is growing on a black rock that doesn’t relate to its surroundings. The credit card is being held and suffocated by the trunks and is labeled ‘’owed.’’ Firstly, the black rock symbolizes the harsh and abrupt fiscal situations that people would face. Since naturally it is scarce to find plants growing on rocks, I found it would be valuable to relate people’s desperation for money to that. The credit card is labeled ‘’owed’’ basically because if we harvest produce from a tree, we’re not obliged to return it back however, if we harvest the debt we will have to repay it or it will keep growing.

What kind of communication approach do you use?

A conceptual photograph

What are in your opinion concrete benefits to the society because of your communication?

I believe the society would look at debt as a risk rather than a granted merit.

What did you personally learn from creating your submitted work?

I learned that a simple word can create a whole different realm and ideas as my idea has transformed from different concepts until it reached its current status.

Why is your work, GOOD communication WORK?

I believe that my piece would be a successful piece because it has the ability to catch the viewers attention and has an open oor for interpretation.

Where and how do you intent do implement your work?

My piece is intended to be viewed as a poster rather than an artistic photograph.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)



No comments yet

Curators comments

This work has not been commented by the curators.

Entry details


It Does Grow On Trees!


Debt does grow on trees

Concept author(s)

Mohammad Ghonaim

Concept author year(s) of birth


Concept author(s) contribution

Concept formulation Photography Design


United Arab Emirates

Competition category

visual communication practice

Competition subcategory


Competition field


Competition subfield


Subfield description

American University of Sharjah/College of Architecture, Art and Design/ Multimedia Design