This video installation is a result of the frustration and exhaustion from advertising that has become invasive, especially in the past two years. It is rage and discomfort of the excess - of everything being branded and wrapped in a package for us to consume.
The work is a performance of me on Björk’s Big Time Sensuality, obstructed and disturbed by numerous ads, collected from internet archives from Bulgaria, Croatia, Serbia, Italy, Norway, UK, France, Spain, Sweden, USA etc. The artist and what is truly meaningful drowns under the noise of ads and their fast paced visuals, disturbing the view and making it impossible to maintain focus. The work can be considered as a sort of simulation of what it’s like to open Youtube today or just any social media app. I firmly believe the conversation around consumerism and invasive advertisement is valuable as it brings our attention to the absurdity of the situation and how it will only keep going downhill unless radical change takes place. The old television displaying the video and the backdrops used in it, invites the viewer to remember a time perhaps 10 or 20 years ago, when this amount of advertisement would not have been tolerated.
Installation view at Casa Degli Artisti, Milan, May 2026.
The Witness exhibition.
Photos by Kata Madár.