Date: Apr 2020
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M&C Saatchi has launched Conceptual Boredom, a photography project that explores our connection with our homes, our things, our food and our bored minds during the Covid-19 outbreak. The initiative aims to raise money for NHS Charities Together, in order to support the health and wellbeing of frontline NHS staff and volunteers.

Conceived and developed by M&C Saatchi creative team Camila Gurgel and Ieva Paulina, the photographic series documents the boredom of life in lockdown. The project will raise funds for NHS workers, who don’t have time to get bored, via a GoFundMe page.

In the Conceptual Boredom series of images, Gurgel and Paulina have used everyday objects to create surreal scenarios and shapes. The saturated colour and slightly vintage style give the visuals a sense of melancholy and nostalgia as well as humour. The pieces are designed to be both highly relatable and abstract at the same time.


Creative agency: M&C Saatchi

Creatives: Camila Gurgel, Senior Copywriter and Ieva Paulina, Senior Art Director