Fuel Your Imagination

File under ‘Unresolved’

The average individual in the UK spends 24 hours a week on social media, according to a report published by Ofcom in 2018. And what do you do when you’re on there?

Izzy Ashton

Assistant Editor, BITE

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The average individual in the UK spends 24 hours a week on social media, according to a report published by Ofcom in 2018. And what do you do when you’re on there? Tweak a picture, add a filter, like a few photos, search through an ex’s profile or simply aimlessly scroll. Is any of that really a good use of your time?

This question is just one of many posed by a new installation “File under ‘Unresolved’” created by graffiti artist and writer INSA, in collaboration with D&AD for their annual festival. The project also involves Shutterstock who have lent their library as inspiration. INSA’s animated mural depicts the distractions we face on a daily basis while asking several questions of us.

Namely the installation is designed to make us examine how we spend our time, whether we’re over-reliant on technology and whether we’re actually in pursuit of unnecessary perfection. The animated effect comes into play when viewers download an app, 'INSA's Gif-iti Viewer', and hold their phone over the mural. The duplicated windows flash across the wall while the rainbow psychedelic swirls spin, and an old man tries repeatedly to smash his laptop with a rolling pin.

The artist’s hope is that we’ll think more closely about how we actually feel, about our work and creative careers long before our “absolutely last final revision.” It is a timely reminder for those that work in as transient an industry as marketing, where immediacy is currency, that we should be thinking about our time more wisely.

Striving for unattainable perfection has always been one of human’s greatest flaws. But technology has enabled us to wish for even greater heights as social media throws up supermodel beach selfie followed by chiselled gym bod followed by freshly-prepared organic lunch. But, as corners of the internet are carved out for real authenticity and reality, installations such as this offer us a moment to stop and reassess and to just enjoy the creativity displayed in front of us.

Visit Ely’s Yard at the Old Truman Brewery to see the mural during the festival which runs from the 21st – 23rd May 2019.

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