WHITE SUGAR
Animation art, 2013

Concept
 

In the post-war American propaganda - and in the advertising language that is its plastic and armed manifestation - the female figure is omnipresent: a granitic spokesman for a lifestyle she apparently seems to adhere to without a shadow of regret. A universe that has a precise historical flavor but that, for a sort of magical space-time projection, actually seems to tell us about our time.

 

I collected self-harming images of women struggling with stoves, new appliances, insurance packages, iced turkeys, coffee brands, and nail polish. 
I graphically isolated these female figurines, literally cutting them out of their context like paper dolls, to then reassemble them in a digital landscape that is all mine, sadistically anaglyphic, three-dimensionally hallucinatory, where the global market becomes a regressive hypnosis session, a seance, a lucid dream powered by chemicals. The Western cultural model is white sugar: artificial pleasure that creates chemical dependence, a synthetic alteration of taste and perception.

Watch it with vintage anaglyph glasses!

Documentation
 

Shows

Berlin International Directors Lounge, Berlin - 2013

The Art Week Santander, Spain - 2013

Instants Vidéo Numériques et Poétiques, Marseille - 2013

Video Remakes AplusA Gallery, Venice - 2013

FILE Festival, Sao Paulo - 2014

Athens Videoart Festival - 2014

FIVA Festival, Argentina - 2014
Prix Videoformes (winner Prix Université Blaise Pascal, Prize ex-aequo Conseil Général du Puy-de-Dome), Clermont-Ferrand - 2015

Credits
Concept, art direction, animation, editing - Francesca Fini