There is a capitalist superstructure at the centre of our society, one that uses a vast array of distractions to keep the working population in a simulation that profits the super-rich. Sweet World Of Simulacra is a multimedia project that explores this idea across a music video, song, album artwork, social media campaign, and an accompanying zine.
The project follows an agitated struggle to be free from the world of simulacra, it also expresses the frustrations and anxieties associated with trying to navigate our neoliberal society while political tensions rise. An increase in far-right opinions in Ireland, the cost of living, the introduction of artificial intelligence and its implications, the reelection of Donald Trump, and the genocide in Palestine are driving stressors in the project’s make-up.
The project uses a combination of live-action video and animated digital 3D elements in a pixelated style to provoke reflection on the medium’s role in representing and simulating reality. Various techniques are used to represent a breakdown in reality, expressing our dissonant, fragmented experience of the world between the virtual and the real.
