The Tate Modern’s Turbine Hall has fast become an iconic destination for experience art and a new campaign aims to bring the emotion of the experience to wider audiences through a digital film.

At  the beginning of the year if you were to visit the Tate Modern you would be greeted by a series of floating jellyfish-like creatures filling up the Turbine Hall. These creatures or “Aerobes” were created by Anicka Yi for her groundbreaking Hyundai Commission installation, ‘In Love With The World’ and now, House of Greenland has released a video series extending the life of the work, explaining the technology and inspiration behind the art. 

‘In Love With The World’, was the Commission’s first exhibition since the pandemic and saw South Korean artist Anicka Yi use technology to explore the concept of other-worldliness. This video series gives those who missed the exhibition the opportunity to experience the work. 

House of Greenland has produced a four-minute film and three social media videos showcasing the relationship between art and viewer while capturing the visceral emotions the installation triggers. 

The films feature the voice of the artist creating the other-worldly environment as she describes the inspiration behind her creations conjured from her imagination, looking into how the creatures behave and what they represent. The footage of the serene travels of the “Xenojellies'' as they navigate the vast expanse of the exhibition space is interlaced with human reactions to them.

The films, led by House of Greenland Creatives Ellis King, Max Gibson, and Creative Director Tim Noble, and directed by agency co-founder Agathe Cury, capture the unique themes of Anicka Yi’s work; the merging of technology and biology, challenging how we perceive animals and machines through all our senses. The videos were made in collaboration with Bafta winner and Academy Award nominee composer Jared Sorkin to create a bespoke soundscape to accompany the artistic vision. 

The content has been designed to cut through the digital fatigue audiences have been feeling as a result of the pandemic. With fewer people engaging with the exhibition in person the films serve as the lens through which an audience can engage.

“Though we initiated this project at a very challenging time, having constant exchanges and discussions, the use of the right technology benefited us to expand the degree of collaboration, specifically in film production.” explained Mi Jin of the Hyundai Commission.

The centerpiece art film will be housed on Hyundai’s global website.