In their latest short film «New» and a special limited collection A.D.E.D. reflects on such important concepts as self-identification and finding one’s name.
The short film has the spirit and style somewhat bringing the audience back to childhood. Filmed in Hi8 format, like an old VHS tape, on which many of us watched cartoons when we were kids, the video was shot as a kind of a TV show, whose main characters are children of different ages. The kids were split into two teams and offered an exciting game, the key element of which was graffiti.
The aesthetics of street culture in the video is of no coincidence — it is graffiti that is often compared to the cave drawings created in the era of “childhood” of the mankind, the stage that everyone goes through and this experience is something shared by people all over the world. A.D.E.D. members offer the audience to watch a children’s game, which is partly the act of unusual self-identification through the change of names, and, possibly, personalities and identities by obtaining new names — the children were offered to be called SPACER, NAMER, JUICE, COZEK, CAPTEK — five names of the members of the team. Since ancient times, the category of the name was considered special, it appeared in the theories of Aristotle and Plato, nominalists, conceptualists and realists led philosophical discussions about it, and in some cultures there were beliefs that a person who calls someone by the name possesses the called one and decides his fate. Thus, in the video, the kids were invited to “try on” other people’s names, hiding their own, to feel the freedom of living a new experience under the safe cover of a new name. Street artists often hide their real names, choosing the “ego” for their creative practice, possibly with a completely different life paths attached to it.
To mark the release of the video, the team created a collection in a very new aesthetics. T-shirts, long sleeves and hoodies from the new drop are already available. The names SPACER, NAMER, JUICE, COZEK, CAPTEK are done in colorful prints, reminiscent of bright children’s drawings and at the same time as looking as if inspired by the works of Swiss artist Ugo Rondinone and Richard Prince, one of the main figures of American postmodernism, who is known for reinventing the images from popular culture, including vibrant ad posters and covers.