Production, camera, editing: Marge Monko
Original score and sound design: Janek Murd
Text editing and translation of English subtitles: Maris Karjatse
Graphic Design: Indrek Sirkel



Installation views in Kumu Art Museum, Tallinn
The video installation Man of Gold comprises two video works that intertwine the advertising image of the Soviet-era cologne Sasha and the Pygmalion myth. The model who appeared on the cover of this 1970s fragrance was far from the typical image of a Russian man. Through this work, the artists attempt to bring the memory of this image from their childhood to life by creating a gender-reversed allusion to the Pygmalion myth.
The autofictional voice-over text in Man of Gold I read by the author, touches upon personal memories related to ‘Sasha’, as well as cultural and sociological aspects such as masculinity, power relations between communism and capitalism, the physiology of smell and colour photography. The visuals consist of still images, including advertisements and photos from the 1970s and ’80s in both communist and capitalist contexts, as well as images from the artist’s family archive.
Man of Gold II is an animation created using AI, which is presented in the exhibition space as a life-size hologram. It is inspired by the fantasy of the inanimate coming to life. An AI image generator was used to create the body of the portrait of a man featured on the packaging of the Soviet-era cologne ‘Sasha’, which was then animated and made to assume various poses seen in fashion magazines and classical statues depicting the male body.