Embrace the Future

EMBRACE THE FUTURE is a fictional advertising campaign that celebrates renouncing consumption as a hedonistic, sensual and fulfilling lifestyle.

In the style of classic commercial advertising, the artist has created posters that take a tongue-in-cheek look at Western-influenced society and its skillful marketing strategies, which have been persuading us to purchase certain products and services for over a century by speaking to our deep-seated needs and emotions.

Michaela Konrad has set her campaign in the near future: at a time when the effects of global warming are putting an ever-increasing strain on our infrastructure, democracy and social cohesion and when radical change has become inevitable. This journey of words and images provides an insight into the artist’s creative process, taking on an additional dimension in augmented reality to create an immersive audio-visual experience.