The Message You Don't Want to Miss (2024/2025)
Video Installation

I am here to bring you an important message. Please listen carefully.

The Message You Don't Want to Miss examines marketing ethics and media literacy through the lenses of advertising and journalism, with a primary focus on attention theft. Attention is a scarce commodity in the digital age. As we are inundated with vast amounts of information online every day, digital platforms and media have entered a race to capture our limited attention through various means. Marketers increasingly lean towards creative covert marketing activities, which can sometimes devolve into unethical practices. Native advertising, advertorials, and sponsored content are embedded everywhere on the internet, causing frequent distractions or making many viewers unaware they are looking at an advertisement to begin with. The work starts with a serious news report and gradually evolves into a frenzy of advertising.

This work includes a projection-based installation and a dual-channel video version. The full video is available upon request for professional purposes.


Screenings
Media-Marketing Integration conference, London College of Communication, London, 2025
Soho Connection: Artist Takeover, Bow Arts Shaftesbury Avenue, London, 2025
Unresolve, South London Gallery, London, 2024

Collection
UAL Art Collection, Archives and Special Collections Centre, London

Bibliography
Artists Responding To... Magazine Issue 12, Autumn 2024