Work relation 2014 – Marina Abramović + adidas.

Work Relation 2014

Adidas presents its collaboration with performance artist Marina Abramović, unveiling a short film by SHOWstudio that celebrates the performance brand’s partnership and support of the 2014 FIFA World Cup in Brazil.
The three-minute video captures the first ever re-staging of Abramović’s 1978 performance ‘Work relation’ – which focuses on commitment, teamwork and the strength found in togetherness – re-imagined through the lens of the popular quadrennial sporting event. in the reenacted piece, eleven performers reference the total members of a football team.
Together, the performers harness the fundamental principles of the sports world – teamwork, discipline and perseverance — to once again transport stones from one side of the room to the other.
Using only buckets and human labor, the three models compare and contrast systems of cooperation and efficiency, with the participants’ bodies serving as the medium.


«The chain is the most efficient message. The chain has the most endurance. The chain stays forever».



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