ALIBABA & The Cave Of Wonders 

        ^{In collaboration with:}

Alibaba has becomes one of the largest e- commerce companies in the world. Named after the famous folktale Alibaba and Fourty Thieves, the company has made their way to success not only by being a trading platform, but also collecting and selling digital footprints of its customers.

Are we really in a cave of wonders that is promised to us or is it just a seamless system of deceit and a play of expectations and control? It's a cycle which we can't seem to escape.

Alibaba owns almost 80 percent of companies in China where services are provided from clothing outlets, transportation, messaging to music streaming. For each of the affiliated companies, there is a mascot representing their services. Together all the mascot make Alibaba Zoo, aiming to complete the mission of the company - To make it easy to do business everywhere.

Our video shows the journey of an individual who is lured into this cave of wonders. By the adorable marketing strategies of the mascots, the pets from the Alibaba zoo that leads us to the mouth of the entity.  to find ourselves in a space full of product promotions and advertisements but now it's our choice. When the products become too much, the floor breaks and we fall into a whole where we see other victims and chaos that have fallen in  Alibaba trap. We use the puppets as a form of surveillance throughout the video for that overwhelming feeling that we are being watched/tracked.

It stands between the gates of our digital experience, giving us all the quick services we ‘need’ in exchange for a small price of discrete digital dominance. Once accepted, a cave of wonders is open to us, in a system which thrives on our greed, stinginess and thriftiness of paying for cheap utilities and questionable qualities. This reflects on us as consumers to this entity that no matter what the quality of services they provide, we respond by always going back to them.