Sara Cwynar: Rose Gold

Rose Gold (2017) is a film by artist Sara Cwynar, inspired by the release of Apple’s Rose Gold iPhone in September 2015, already outdated at the time of the production of the video due to the continuous release of newer technological devices. The phone, already a relic at the time of the film, becomes a hint to reflect upon the speed of modern technology and the recipient of complicate feeling of love, hate, attachment and desire for money and power. The investigation digs deeper to explore how, in these mechanisms, colours play an important role, having a strong emotional impact on consumers. In particular, how the “rose” colour is identified with liberation movements around the world and how it is used as an appealing characteristic to sell a device.