Back in 2019, I was invited by Jonathan Wells, the artistic director of Björk's Digital exhibition at Centro Cultural Banco Brasil, to create a unique digital experience to promote the show at the CCBB's museums in Brasília, Rio de Janeiro and Belo Horizonte.
Brazil was the last stop of Björk's Digital exhibition tour after traveling the world, so we wanted to create something special to mark its closing.
At that time, I was very interested in AR and looking for an opportunity to play with it. The invitation from Jonathan was perfect because I knew Björk hadn't done anything in that space, and her masks were waiting to be brought to life as AR filters.
This project was a dream come through. I had the chance to create Björk's first AR filters and work with James Merry, her creative director and my dear friends from ROOF Studio.
The first mask, "Medusa" was released in December 2019 and "Glaukopis" in March 2020. The previous releases were worldwide hits, with over one million downloads in the first 24 hours.
The last mask, "Utopia Silicone," was released in October 2020. It was inspired by a series of hand-sculpted, painted silicone masks created by Merry that Björk wore in support of her Utopia album. These masks, which emulate floral orchids and female anatomy, were featured on the Utopia album cover designed by Jesse Kanda and in music videos for "Utopia" and "The Gate" and promotional photoshoots.
CREDITS:
MY ROLE: DIGITAL CREATIVE DIRECTOR
ARTISTIC DIRECTORS: @helloflux
CREATIVE DIRECTOR: JAMES MERRY
CREATIVE STUDIO: ROOF STUDIO NY
ROOF CREATIVE DIRECTOR: VIVI ADADE
FILTER ICON: J@robso__