TIME is a moving image work I directed during my time at university, which critiques the superficiality of beauty advertising through parody and absurdity. Drawing inspiration from various beauty ads, the work compiles excerpts promoting an impossible product: time itself. This surreal approach mirrors the often unattainable promises presented in beauty advertising, encouraging viewers to question the unrealistic ideals they perpetuate.

My intention was also to reflect on society’s constant yearning for time, particularly within the context of the creative industry. As a creative, it often feels like a continual search for lost time.