Shu-(Wei) Chang
[Fly & Lunch Box]
[Fly & Lunch Box]
▲;蒼蠅便當
Born in Taipei/Taiwan, currently based in London/UK.
Email:toxoirccc@gmail.com
Instagram:@xttoirxcx
CV
▲;蒼蠅便當
Born in Taipei/Taiwan, currently based in London/UK.
Email:toxoirccc@gmail.com
Instagram:@xttoirxcx
CV
DOC 234—34/2
42x29.7cm.
acrylic sheet, loop animation (00’54), iPhone, paper pulp.
In 2024, Apple released an advertisement titled “Crush!” for their latest iPad Pro. The ad begins with a sequence of creative tools throughout human history, only to suddenly show all these inventions being crushed by a massive compactor into a sleek, thin tablet. This action reveals an underlying absurdity in the ad’s narrative: while technology companies strive to showcase the extraordinary capabilities of their nonhuman devices, they do so by violently obliterating ‘creativity’—a trait often considered uniquely human.
With a humorous tone that mimics the visual experience of Apple’s product interface, this work subtly responds the growing disparity between humans and machines, highlighting the tensions embedded in this evolving relationship.
2024版本的iPad pro推出了一個廣告Crush!：呈現了一連串人類歷史上創作音樂、文字、藝術等等的器物後以一台巨大的壓縮機輾壓成一台極度輕薄的平板電腦。從對於科技公司試圖透過這種近乎暴力毀滅「創造力」的方式來展現產品的特別性感到荒唐出發，以一種近似於調侃的幽默語調模仿蘋果產品的介面，小小的回應高科技公司意圖擴大人機關係之中不平等的行為。