TOWELISM

Beneath the colorful surface, there is a smart critique of consumerism here.

Iam not sure what I just watched. It starts like a workout video and ends up as a strange ritual on the beach. Visually it is very colorful and the editing is sharp to the beat, but I struggled to follow the meaning behind the money-maker and the fox. Maybe it is too experimental for me. Interesting, but weird.

A cool, ironic story. Some features of modern society are reflected in an exaggerated and funny way. It left a mix of a smile and a bitter aftertaste. Thank you!

awesome and funny

I neither liked it nor disliked it felt more gray to me. It is funny in a sense but not so pleasing

A visual candy shop! The color palette is absolute perfection. I adore how the movement language was built entirely around the object of the towel, it’s such a simple idea executed with great complexity. The Queen character was my favorite. It’s playful, pop, and a little bit twisted. Very refreshing to see something that doesn't take itself too seriously.

A very unique piece.

Hilarious and brilliant! Only Charlotta Ruth could turn a towel into a philosophical statement. I loved the fitness class aesthetic mixed with the surreal characters. It feels like a satire on how we try to fix ourselves with products and routines. The towel designs were so cool, I actually want to buy one! A true Austrian gem.

Funny stuff. Taking throwing in the towel literally is a great joke. The music drives the whole thing forward really well. It’s 12 minutes of pure energy. Not sure I understood all the deep meanings about power relations, but it was fun to watch.