A fever dream about the ambience of advertising, its surfaces, tales and the moments in which they conflict with our rather accidental reality.

How Things Should Be is a keynote presentation telling a story about five products experiencing an existential crisis, while simultaneously performing a stress test for each of their brand identities and the viewer.

Part 1: A shelf is standing in an apartment. Stuck in a aspirational feedback loop it plans to become a wifi-connected juicer.

Part 2: A drinking bottle and an action camera got lost in the fresh-produce section of a local grocery store. The two objects have a conversation about the color orange, interface updates and buddha bowls.

Part 3: A working uniform and a Touch-ID Button are stuck with each other through a Sport-Fit Armband worn by an unconcious food delivery rider.

Imagine all the places you could go, without really knowing where you actually belong. You can watch the full video here.

Sound by Miša Skalskis; Voices by Benjamin Hagberg, Samuel Rynearson, Sydney Rahimtoola, Yu Chen Jao, Jack Bardwell

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