In this fictitious reality, the entire society has transferred itself into a digital cosmos and now has to continue a life under new circumstances which is very close to our analogue one. Based on the theories of Michael Goldhaber and Georg Franck, the new currency no longer consists of money, but of attention, which must always be gained from other users. Attention is gained through new concepts, otherness or drastic populism. The possibilities of attracting attention are constantly dwindling, since a novelty can only rarely be achieved and, unlike in the existing economy, a constant and reliable Inflow of goods or content is not desirable, as it does not generate any attention.
The title WELL is a concept from the early days of the real Internet. Howard Rheingold was part of this first proto-social network in the mid-1980s. Rheingold compares the early networking of people on the Internet with the Greek agora, a marketplace where information could be exchanged and trade could be conducted by anyone with anyone. He contrasts this with the concept of the Panopticon, which he sees as the Internet of today. Under constant observation the users can interact with each other conditionally as long as the user rules of the admins/server/platform companies are followed. The digital movements of the users are stored, analysed and the patterns are sold to third parties in order to be able to present the users with tailored experiences, advertising and thematically matched content that encourages further consumption. The so-called feeding of algorithms describes the process of feeding data into an analysis process, which in turn influences and regulates the user's experiences.
In the series, changing users are accompanied in more or less interesting life situations. In the process, unpleasant circumstances or conditions of the new network world usually emerge at the same time, drawing a scenario that is deeply consumer-, i.e. attention-oriented, and requires the users to constantly strive for new or drastic behaviour patterns. The hope behind this is that if enough attention is generated, the ubiquitous algorithms will move the user into the feeds of other users, thus creating an attention monopoly. The series also deals with other aspects such as loss of identity, the concept of art, influencing and Discreditation
The 3D animation series was created with different programs around Unreal Engine 4. The game engine embodies in its surreal smooth look a logical further development of already existing digital society simulations like Secondlife, Worlds.com etc. The mostly brutalistically designed server buildings emphasize the loss of the formerly playful state of the internet. The voices are completely digitally generated and are based on an open project of IBM which deals with the digitalisation of voices. The typography corresponds to that of Japanese role-plays. Final Fantasy, Resident Evil, Dark Souls.