VIRTUAL NATURAL (work-in-progress)

An index of what we lose by gazing at nature through digital screens – seen through advertisements selling those screens.

Virtual Natural examines a recent popular trope in advertising of digital tech devices: using nature imagery to inspire awe and wonder. The products (tv-sets, smartphones, tablets, etc.) are tools designed to experience the world from indoors, through a digital screen, directly contradicting the purported intimacy with the natural environments evoked in the commercials. As a collection of videos, this becomes ominously evident.

The original audio tracks are replaced with alternative information. The implications of the altered Virtual Natural ads are determined by the viewer’s own relationship with the natural world.

New videos are added frequently to the gallery.