Curated by: Omar Kholeif

I-DENT: IDENTITY AND MEDIA CONCORTION 

We live in a world consumed by I-dents – advertising, sponsors, and avatars. Their ubiquity has signaled a shift in identity politics – binding us together into a digital and virtual culture that finds everyday individuals competing to become part of a streamlined whole. I-dent is a video series that pokes fun at these attitudes through acts of manipulation and transgression. By utilizing platforms traditionally restricted to advertising, such as big screens and large outdoor projection surfaces, the artists in the programme use modern media to twist and subvert I-dents and identities, along with public expectation.