PAY INATTENTION

Originally conceived for the Farnesina Digital Art Festival as a site-specific video mapping projection on the façade of the Farnesina building in Rome, Pay Inattention has since traveled across Europe and has also been showcased in Mexico, evolving into an internationally exhibited audiovisual work. Pay Inattention explores the phenomenon of the infodemic — the relentless overload of information generated by social media and digital communication systems. Through a dense and immersive visual language, the work translates the continuous flow of images, data, and fragmented stimuli into a physical experience of disorientation, reflecting on how constant exposure to content can erode attention, awareness, and critical reflection. “Everyone needs time to pause and reflect. Our days are a continuous flow of content and information that has become background noise in our life: inattention, distraction and superficialty are so pervasive that they are now endemic to our society. How much inattention can we afford in an age when so much still needs to be done?”