AES+F Create 'Circle of Life' Campaign For Gentle Monster's 'Nano' Collection

by SHOWstudio on 15 April 2021

Depicting a modern world that alludes to Hieronymus Bosch's Garden of Earthly Delights, AES+F's 'Circle of Life' campaign is a surrealist nano-sized dream.

Depicting a modern world that alludes to Hieronymus Bosch's Garden of Earthly Delights, AES+F's 'Circle of Life' campaign is a surrealist nano-sized dream.

Gone are the days of bug-eyed sunglasses and 00s Victoria Beckham specs. For this summer, we're going back to the basics, moving away from excess by celebrating the smaller or - as Gentle Monster have put it - 'Nano' things in life, thanks to Gentle Monster's latest Nano collection.

Featuring alongside the Nano collection, showcasing the specs in all their glory, is a campaign in collaboration with Moscow-based visual artist AES+F. The Nano range is, believe it or not, rather nano in size, narrow in width and comes with lenses so small they could be mistaken for children's sunglasses but fear not, this is not a collection for children but rather the super stylish and ultra trendy.

To promote the collection, Moscow-based visual artist collective AES+F created an art film called Circle of Life, which thrusts the already surrealistic and miniature-sized glasses into an even more absurdly wild and fantastical world. Through the campaign's film Circle of Life, the AES+F collective ponders human existence, creating a world in response where our lives have no beginning or end, merging dreams with reality to create an in between. Visually, the campaign resembles a digitised and much more futuristic version of the infamous Hieronymus Bosch triptych, The Garden of Earthly Delights. Nature is replaced with giant flat screens and the miniature-sized Bosch painted figures are replaced with real-life humans (despite also looking slightly distorted). A few changes here and there, the everyday bizarreness of random flying objects and surrealist creatures penetrate the Circle of Life campaign in the exact surrealist manner depicted as The Garden of Earthly Delights.

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