99¢!! MΞAL DΞAL!

item idem, “99¢!! MΞAL DΞAL!” (2021) Video loop, 3’57”, 512 x 512 px, 60 fps, H.264.

Echoing his first industrial sculpture (“Big Beacon ®”, 2008), item idem’s first AI-powered video returns to the low/high/brow paradigm that defined his practice.

99 products from 2 of the most iconic brands were trained through Machine Learning to model the other’s identity. Because Fighting is at the core of Branding, all training data was then forced to compete against its newly determined aesthetic views.