A Corporate Command is an instruction work, a call to action in the form of an imperative: “Just Do It”, “Turn on the Future”, “Live without Limits”, “Tap into great taste”, “Think different”, “Ride the light”.
It is the hypothesis of the Institute for Infinitely Small Things that these commands, largely and consciously ignored by a public over-saturated with advertisements, function very effectively as infinitely small things.
By compiling, tabulating, concretizing and enacting these commands in the International Database of Corporate Commands, the Institute for Infinitely Small Things seeks to better understand the mechanisms behind this deployment of power and its larger cultural ramifications.
The Institute for Infinitely Small Things uses these commands to conduct research performances- performances in which we attempt to enact, as literally as possible, what the command tells us to do and where it tells us to do it.
Project website: www.corporatecommands.com