JUST DO IT meshes reality with absurdist acts inflated within the bubble of the artist's Nike Air Max. The role of the artist in relation to the economy, labour and popular culture blow through the bubble's nitrogen pressured chamber. Estranging techniques are employed with humor in order to draw attention to the formal materials and process of the work's construction. By embracing the fantasy of heightened performance associated with the Nike air bubble, the artist indulges in her consumer fetishism. Nike Air Max can make you jump higher. Swoosh.
Based on the real life story of legendary cryptanalyst Alan Turing, the film portrays the nail-biting race against time by Turing and his brilliant team of code-breakers at Britain's top-secret Government Code and Cypher School at Bletchley Park, during the darkest days of World War II.