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As You Dreamt It

This slick creative initiative is bringing recurring dreams to life, Owen Lynch takes a closer look

As You Dreamt It


July 26th, 2012

We all have them. Not everyone remembers them. They reflect who we are, they can sway who we become, and oddly – we still have no idea why they happen.

Inexplicable and often other-worldly, it’s no surprise that historically dreams have garnered a fair association with pseudo-religious experience and become deeply entwined with the enigma of clairvoyance. Desire to understand and rationalise the often absurd has led many to great extremes in recreating the experiences.

In the process of deconstructing the midnight mind-matter, a team of leading Australian creatives have put about bringing the dreams and nightmares of everyday people, to life – to address the unknown, from an artistic perspective.

As You Dreamt It, is the brainchild of creative agency BMF.  A collaborative venture that sees photographers distilling the recurring dreams of volunteers into beautifully executed artistic analyses – effectively taking that which is most personal and private, and laying it bare.

Playing into the absurdity of many dream narratives, the subject matter presents itself perfectly for recreating in a series of sleek, high concept photographs that capture the inner workings of our subconscious.

Presented online, accompanied by short films, backstories and dream readings by a self professed “Dream Dcotor”, the 24 images are complemented by a short-run exhibition in Sydney, Australia.

Beyond this series of poignant launch prints, BMF have extended an invitation to the general public to actively contribute and take part in the ongoing evolution of the As You Dreamt It project, a unique and inspired initiative.

As You Dreamt It


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