The image concept for ITS#TEN was quite a turning point from what has been done before. The prime inspiration were conspiracy theories of the XX Century, alien abductions and the movie “They live” by John Carpenter.
Using a viral approach, we simulated a parallel not-well-specified group of rebels who believe that there is a conspiracy behind ITS, a conspiracy involving the most powerful personalities and entities worldwide (mostly of course in the field of design). A masterplan to conquer the world, conceived using subliminal images, mass hypnosis, mind control to seduce and taint humanity. A masterplan with roots coming from behind our planet, which has been existing for millennia.