Behind the concept of this year's campaign by Bienal Comunicación
As humans we have made so much and have come so far… but in doing this we have managed to put ourselves in a unique position: technology develops faster than we can even perceive it.
We are drowned with an overabundance of information. Every day the speed of this new life we created makes it harder and harder to look back and connect with our origins, with our wild and primitive nature. Looking back, however, is necessary. It is how we remember who we are.
In the past, many cultures believed that objects had a mystical energy that increased when combined with art. Masks were an important way to channel this energy. They enhanced our ability to express intention, character, our role in this play called life. Masks made us deities, and in doing so, they revealed the divinity we held inside. They were liberating mirrors.
It’s not a coincidence, after all, that the word persona, with Etruscan and Latin roots, originally meant mask.
We have continued this beautiful tradition of using art to communicate our divinity. Thanks to technology, art has led to modern design, and it has become accessible to everyone.
However, giving technology so much power has created a new issue: the loss of soul in our creations. Through the comfortable filter of technology, many of us have become so separated from our own creations that they no longer communicate what we hold inside ourselves.
Thankfully, OFFF festival has always fed the soul. Since its very beginnings 19 years ago, its journey has been marked by a union between the digital and the organic, it has always reminded us that machines can help us. They are the tools to be used to express our journey, to excite, to disrupt, to free. In this way, OFFF has always been dedicated to one beautiful goal: to break barriers and spark consciousness. It has always reminded us of the creative beauty of madness.
Bienal, the studio behind this year's campaign, want to honor this ideal.
They propose a world where technology and mysticism live together. We believe technology can become that mask we use to express what we are, a mask which, far from hiding our nature, shows us as more divine and, as such, more human.
In joining opposites, we achieve a new beauty: our most primitive past comes together with a romantic and playful future in a beautifully chaotic and slightly surrealistic way. We create a new form beyond form, one which always holds meaning. Life beyond past and future.
This is the OFFFTERLIFE. OFFF Barcelona campaign by Bienal Comunicación