Face to Facebook

Designer | Artist Paolo Cirio
Year 2011

This artwork appropriated one million Facebook profiles and posted 250,000 of them on a custom-made dating website with profiles sorted by temperament estimated by artificial intelligence analyzing facial expressions. The dating website (Lovely-Faces.com) provided a stage for anybody to interact with Facebook users’ personality traits, while Facebook had to confront the artwork made with its appropriated material and as a result of its security flaws. The project took place over five days of thrilling personal, media, and legal reactions, which became a Global Mass Media Performance. The performance generated over a thousand mentions in the international press, eleven legal threats, five death threats, and several letters from the lawyers of Facebook. The project addressed surveillance, privacy, and the economy of social media monopolies as well as art interventions within global media.
Co-author: Alessandro Ludovico.