2023: YEAR IN REVIEW
VIDEOConrad Kurrle - Director & Editor
Joseph Stafford - Creative Support
Patrick White - Creative Support
Peter Chang - Creative Support
A deadpan recap of BARE, INC.'s year, ranging from dull project numbers to oddball trivia...and also a fish.
For BARE, INC.’s 2023 annual wrap, I re-staged corporate metrics inside a small aquarium. I submerged a CD from the Music for Ads 001 campaign, as well as handouts and giveaway mugs from The Event, and shot them like relics under low, clinical light. As the on-screen stats progress from sincere to absurd, the sequence resists a triumphant crescendo (hence, the omission of music); it lands on the only honest KPI left: a living thing, unbothered.
The piece plays as a tension between corporate ritual (facts & statistics) and an indifferent organism. By the end, the metrics collapse into punchlines while the fish remains: steady, present, and uninterested in performance targets.