Mike is a character who believes he exists within the boundaries of an advert, more specifically a sports advert. Everything he does must be advert quality, brands must look great, and he must be the sporty star of the show. However the world around him is not advert ready, it’s just normal reality.
The purpose of Mike was to reveal the unattainable hyper-reality of advert fantasies and see how they merge with boundaries of reality. Unattainable fantasies created by adverts is a theme I followed throughout the project.
Below is a final film my project generated, called Mike.
A Day In The Life Of Nike Man.
Above is a video of a 'mockumentary' I made of Nike Man, a man who is completely defined by the manifesto Nike projects from its advertisements. This was an early but very important conceptualisation of Mike as a character.
"You are not cool, unless you buy more stuff"
I rapidly produced a cardboard A-Frame sign so that I could physically interrupt A frames which already existed. The idea was to change or oppose the meanings of A-frame signs which already existed.
Fitter, Happier, More productive
The Radiohead song; Fitter, Happier describes the lack of humanity in trying to achieve perfection. Therefore it was a perfect reflection of how I felt about Totaljobs' advert campaign, the Million Pound Jamie.
I vinyl cut and stuck the lyrics to fitter, happier on to a bus stop advert for The Million Pound Jamie. The aim of this was to reveal the unpleasant affect that this advert projects on to our society, and the audience who see it.
Advert Standardised Models.
I wanted to visualise the idea of perfection as dictated by adverts. To do this I compiled multiple faces from model mug shot sites. I then combined them to create Advert Standardised Models.
Mike was the antithesis of this project. He is a character who's every action and behaviour is controlled by advertising, more specifically sports adverts. Mike has to run everywhere, Mike doesn't chat, Mike always looks great. These are just a few of Mikes commandments.