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"Engagement Rate Formula" is a video in which Melis proposes a serial production of social media's Like icons made out of plaster material.
Once the 500 likes has been reached, those are packed in boxes in order to being sent by postal mail to the Moira refugee camp, in Lesbos island, Greece. Likewise, Melis establishes contact with different humanitarian organizations to talk about potential collaborations and to get advise about his proposal. This way, the artist generate conversations which border on the absurd and surreal. Engagement Rate Formula proposes from irony the translation to real material of a digital reality immersed in false commitment.
Note: the definitive video is still on production. The premiere will be available during LOOP Fair.