:world-of-YU
[ YU ] IS SET IN A WORLD ROOTED IN SCIENCE, BUILT AROUND THE LIGHT TO ILLUMINATE A REALITY CONTAINING ALL THE ANSWERS. BUT JUST BECAUSE THERE AREN'T ANY SHADOWS IN SIGHT DOESN'T MEAN THEY DON'T LONGER EXIST.
As children, we constantly explored the unknown darkness around us, searching for answers to our endless questions. When we grow up, most of us tend to satisfy with what the Light has revealed infront of us. The reality that has been shaped and illuminated for us to see and understand. However, we so often get too comfortable with our reality, shaped by the truths in front of us, that we forget that they too are incomplete. Because no matter how bright something might be, there will always be shadows. Shadows likely to be ignored even though they contain a piece of reality just as real as that which the Light shows. Shadows which are only depicted as something dangerous and evil because of how they threaten the credibility of the Light, not by what they actually conceal. By instead looking away from the light and venturing back into the dark, we can start to understand our own ignorance and reignite the curiosity we once had.
In the world of YU, created by Ted Söderberg, you will explore the never-ending search for answers and knowledge in a world too big for us to ever discover in its entirety. This project isn’t a book, film or music project - it is an unknown world waiting to be explored through a variety of mediums. The discovery of an alienated planet is made through what would at first seem like unreal images and videos - but the more you see, the more you believe. Yes, it is a fictional world, but built on actual science about light and dark, shaped around one hypothesis: How would society be constructed if we could all share one objective perspective together, created by the Light itself? Would that eliminate the need to understand the dark, the need for questions, or would there still be something the Light cannot reveal?
:world-of-YU
[ YU ] IS SET IN A WORLD ROOTED IN SCIENCE, BUILT AROUND THE LIGHT TO ILLUMINATE A REALITY CONTAINING ALL THE ANSWERS. BUT JUST BECAUSE THERE AREN'T ANY SHADOWS IN SIGHT DOESN'T MEAN THEY DON'T LONGER EXIST.
As children, we constantly explored the unknown darkness around us, searching for answers to our endless questions. When we grow up, most of us tend to satisfy with what the Light has revealed infront of us. The reality that has been shaped and illuminated for us to see and understand. However, we so often get too comfortable with our reality, shaped by the truths in front of us, that we forget that they too are incomplete. Because no matter how bright something might be, there will always be shadows. Shadows likely to be ignored even though they contain a piece of reality just as real as that which the Light shows. Shadows which are only depicted as something dangerous and evil because of how they threaten the credibility of the Light, not by what they actually conceal. By instead looking away from the light and venturing back into the dark, we can start to understand our own ignorance and reignite the curiosity we once had.
In the world of YU, created by Ted Söderberg, you will explore the never-ending search for answers and knowledge in a world too big for us to ever discover in its entirety. This project isn’t a book, film or music project - it is an unknown world waiting to be explored through a variety of mediums. The discovery of an alienated planet is made through what would at first seem like unreal images and videos - but the more you see, the more you believe. Yes, it is a fictional world, but built on actual science about light and dark, shaped around one hypothesis: How would society be constructed if we could all share one objective perspective together, created by the Light itself? Would that eliminate the need to understand the dark, the need for questions, or would there still be something the Light cannot reveal?
:contact [
<email: t@tedsoderberg.com>
<instagram: @tedsoderberg>
]
:contact [
<email: t@tedsoderberg.com>
<instagram: @tedsoderberg>
]
(1) TED-SÖDERBERG
Ted Söderberg (SWE) is an art director working with building and conceptualising visual worlds for artists. His practice centers on creating cohesive and conceptual visual worlds by moving across multiple media to give form to a single concept through various expressions. A full on approach.
Most projects revolves around music and performance, where Ted develops visual identities, music videos, and spatial experiences that amplify an artist’s work. In parallel, he collaborates with contemporary artists to construct visual frameworks and contextual worlds around their work.
Ted’s work can be seen with The Weeknd, Alexander Wessely, Swedish House Mafia, FKA twigs and on stages like the Sphere (Las Vegas), Royal Dramatic Theatre (Sweden) and in cities like Tokyo, Paris, New York City, Cologne and more.
(1) TED-SÖDERBERG
Ted Söderberg (SWE) is an art director working with building and conceptualising visual worlds for artists. His practice centers on creating cohesive and conceptual visual worlds by moving across multiple media to give form to a single concept through various expressions. A full on approach.
Most projects revolves around music and performance, where Ted develops visual identities, music videos, and spatial experiences that amplify an artist’s work. In parallel, he collaborates with contemporary artists to construct visual frameworks and contextual worlds around their work.
Ted’s work can be seen with The Weeknd, Alexander Wessely, Swedish House Mafia, FKA twigs and on stages like the Sphere (Las Vegas), Royal Dramatic Theatre (Sweden) and in cities like Tokyo, Paris, New York City, Cologne and more.
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