‘Conceptual Boredom’ Artistically Captures Life in Lockdown – nitronet

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It’s easy for life in lockdown to feel stifling. Our lives were once full of variety, but now the days go by in an endless cycle of home working, home schooling, cooking, washing up, cleaning, and, somehow, cooking and washing up again.

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Ad agency M&C Saatchi captures this claustrophobic whirlwind of daily chores in a new photography series, Conceptual Boredom.

“My Clothes Miss Me,” by Camila Gurgel and Ieva Paulina
Credit: M&C Saatchi

Creative duo Camila Gurgel and Ieva Paulina, who are from Brazil and Latvia respectively and work in the agency’s London office, conceived and developed the series using everyday objects to create surreal, abstract scenarios that bring to life the boredom of lockdown.

They used saturated color and slightly vintage style to give the photos, which are being shared Instagram, a sense of melancholy and nostalgia as well as humor.

“At Least the Sun Is Out,” by Camila Gurgel and Ieva Paulina
Credit: M&C Saatchi

The project aims to raise funds for the U.K.’s NHS workers, who are on the front line of the country’s coronavirus fight back, via a GoFundMe page and who, the creatives say, do not have the privilege of being bored.

Gurgel, who is a senior copywriter at the agency, and Paulina, a senior art director, will create and post new images throughout lockdown, encouraging people to donate.

“I Am My House,” by Camila Gurgel and Ieva Paulina
Credit: M&C Saatchi

“This project is a documentation of lockdown life, viewed through creative eyes, where we start to see things around us, in our homes and in ourselves, from a different perspective,” Camila Gurgel said.

“It explores how we’re relating to objects in a deeper way than ever before, how we merge with our homes and our stuff, and how we can turn boredom into art.”

“Me, Myself and I,” by Camila Gurgel and Ieva Paulina
Credit: M&C Saatchi

The project is created with self-awareness by the artists about how the frustration of staying home is extremely minor in comparison to the struggles of those facing Covid-19 on the front lines.

“Our amazing NHS staff and volunteers are working tirelessly to save lives, staying away from their homes and families. Meanwhile, we’re complaining about having to play Monopoly again,” Paulina said. “We’re lucky that boredom is our biggest problem during this time, so we thought we should use our privilege to help those working on the front line, who don’t have time to be bored.”

“I Might as Well Clean Again,” by Camila Gurgel and Ieva Paulina
Credit: M&C Saatchi

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