Supermarket

Our next savanna

Humans evolved in an environment where food had to be gathered & hunted. As we are evolutionary still attuned to this way of food finding, in many respect the concept of the supermarket is just as outlandish for us as for a caveman. If only the supermarket wasn’t such a mundane part of our life, we would realize how exceptional this environment really is: the supermarket is our next savanna.

Staff Picks

‘One wonders how the caveman would look at us – those oddly dressed cart–pushing–beings, with t-shirts, sneakers and haircuts, he would bump into between the shelves’

Kapitaal

The short film Kapitaal gives you an impression of the enormous amount of visual stimuli that plague us every day. Created by Studio Smack.