NEWS: SARA SADIK FOR BMW

Sara Sadik, courtesy of BMW Group

Marseille-based artist Sara Sadik will introduce a e film and a video game specifically designed for BMW i5, debuting at the iconic KOKO venue in Camden Town. Curated by Attilia Fattori Franchini, this pioneering multi-platform endeavor merges art, technology, and design.

The unveiling of both works is scheduled during Frieze London, a vibrant event taking place from October 11th to 15th, 2023. This year's edition of the fair marks its 20th anniversary, promising an international flair and a rich array of cultural partnerships and events, including the BMW Open Work program.

Sara Sadik's artistic expression lies at the crossroads of fiction and documentary. Drawing inspiration from video games, anime, science fiction, and French rap, the artist crafts transformative narratives centered around characters on quests for moral and physical evolution. She has produced groundbreaking machinima among others. Her commission for Frieze London encompasses an interactive playable game, exclusively designed for the all-new, fully electric BMW i5 in collaboration with experts from BMW Gaming and Innovation Lab. Additionally, a video installation will grace the exterior of KOKO as well as the BMW Lounge. Collaborating with BMW i5 designers, Sadik will infuse technical ingenuity into the game’s conception, enhancing the in-car gaming experience through elements like sound and light.

Entitled LA POTION (EH), Sadik's commission employs computer-generated scenarios to delve into the fluctuating emotional states of young male characters. Her world-building techniques render emotions visible while exploring the nuances of masculinity, its ethical and moral frameworks, and the insights it offers into broader societal structures.

Following in the footsteps of Nikita Gale (2022), Madeline Hollander (2020-21), Camille Blatrix (2019), Sam Lewitt (2018), and Olivia Erlanger (2017), Sadik joins the roster of artists chosen for the BMW Open Work initiative, an example of corporate-sponsor art which has been addressed in the past by the likes of COLL.EO (see Carjacked). In 2022, the Milan Machinima Festival screened Sadik’s work Khtobtogone.

NEWS: SPECIAL PROGRAM_MACHINEMA

MMF MMXXII is proud to present a special program titled MACHINEMA at the Museum of Interactive Cinema in Milan on March 26 2022, showcasing the most innovative and groundbreaking examples of this fascinating artform

Machinima is, first and foremost, the result of a mistake, much like “massage” (in Marshall McLuhan’s The Medium and the Massage) and “donkey” (instead on monkey, in Shigeru Miyamoto’s Donkey Kong). Specifically, it is the misspelled contraction of machine cinema (machinema), as Paul Marino wrote in one of the earliest books on the topic. The misspelling stuck because in addition to the reference to the machine, i.e., the computer, and cinema, it also alluded to anime, itself referencing animation. Far from being problematic, this confusion in terminology, is speaks volumes about the medium’s incredible versatility. In many ways, machinima has been able to repurpose previous audiovisual forms of expression and to introduce something original. This is certainly true for the works featured in this special program — David Blandy’s Androids Dream, Nicolas Bailleul’s Les Survivants, Marie Foulston’s The Grannies, and Sara Sadik’s Khtobtogone — four superb machinema.

The program will be exclusively presented exclusively on the silver screen of the MIC, Museum of Interactive Cinema in Milan, Italy on March 26 2022.

Read more

Buy your ticket

NEWS: KHTOBTOGONE AT MMF MMXXII

We are excited to announce that Khtobtogone will be screened on March 26 2022 at the Interactive Museum of Cinema in Milan as part of MMF MMXXII.

Sara Sadik’s video art explores the “social mythologies” of French youth. Khtobtogone is no exception. Created with/in Grand Theft Auto V, her groundbreaking machinima begins as a love story between protagonist Zine and the girl of his dreams, Bulma. But in introspective narration, Zine reflects more broadly on masculinity and coming of age in Marseille’s Maghrebi community. Inspired by the experiences of her male friends from Southern France, Sadik collaged transcripts of their stories into Zine’s internal monologue.

Sara Sadik (b. 1994) is a French artist based in Marseille. Khtobtogone was commissioned by the Centre national des arts plastiques in partnership with Triangle-Astérides as part of the exhibition En attendant Omar Gatlato curated by Natasha Marie Llorens.

Get your ticket while they last → http://bitly.com/MMFMMXXII

Watch the teaser below