I'm Fine

Ukraine is on a mission to inspire and connect with people all over the world using the country’s art, music, and culture to show the strength of their voice and build support.

The war has resulted in a tragic loss of life, immense human suffering and the displacement of millions. But this war has been about more than land, it is also a struggle for cultural control. So far, approximately 2,024 cultural institutions such as libraries, theatres and artistic education centres have been attacked and 334 completely destroyed.

To demonstrate the perseverance and resilience of Ukrainian people in the face of ongoing war, Freuds+ has partnered with Brand Ukraine, with the unveiling of a powerful sculpture called “I’m Fine” at this year’s Burning Man festival.

Designed by award-winning Ukrainian artist Oleksiy Sai, the 10 tonne, 7-metre-high and 32-metre-long sculpture was inspired by the ironic ‘I’m Fine’ meme, satirically showcasing the duality of what ‘normal’ is in Ukraine; one where people face continued war and heartache yet remain strong and resilient while defying adversity. Constructed using street signs, fences and gates ripped apart and damaged by bullets and shrapnel from all corners of Ukraine, the sculpture acted as a physical reminder of the all-encompassing impact of the war on Ukraine’s cultural heritage and the homes and hearts of its people.

To mark the unveiling, as the sun rose over the Nevada desert, renowned Ukrainian drum and bass DJ and former frontline soldier, Anatoly Tapolsky, played an emotionally charged set against the backdrop of the sculpture. Through his unique approach, Tapolsky’s music shined a spotlight on Ukraine and the experience of people living there, whose voices could be heard answering the question: ‘How are you?’, in turn, bringing to life the reality of the current everyday experience and trauma in Ukraine.