Camilla Elphick: SS17 Digital Dreamland

Biscuit director Lucie Beecham teams up with cult shoe designer Camilla Elphick for a product showcase set inside a very glitchy old PC.

In a spot technically called Camilla_Elphick»SS_17*{digital•dreamland//夢の国}¿™ but which we're calling  SS17 Digital Dreamland so we don't lose our mind on the Microsoft Word 'insert symbol' menu, images of Elphick's knowingly kitschy, 90s-inspired shoes appear alongside altered versions of Windows 95 classic features, like MSN, Solitaire, Minesweeper, and vintage internet pop-ups. Somewhere, a nostalgic milennial just had to take a cold shower.

As the ad progresses, the screen gets increasingly filled with glitches, some familiar (the bug where if you moved a window around when the PC crashes it would endlessley repeat that window makes an appearance), and some invented by Beecham; speaking from experience, my Y2K-era computer never played me clips from Dexter's Laboratory if I pushed its tiny amount of RAM too far...

The whole ad is heavily inspired by vaporwave, one of those trends that are equal parts deeply sincere and heavily ironic that teens of a certain cynicism like, with this particular sub-genre focused on the detritus of the late 90s culture, from Midi music to Spider Solitaire to early Simpsons cartoons.