Interactive Art

Face to Facebook

Price: Auszeichnung - Award of Distinction

Paolo Cirio (IT), Alessandro Ludovico (IT)



This project was a social experiment: stealing 1 million Facebook profiles, filtering them with face-recognition software and then posting them on a custom-made dating website, sorted by their facial expression characteristics. Our mission was to give all these virtual identities a new shared place to expose themselves freely, breaking Facebook's constraints and boring social rules. So we established a new website ( giving them justice and granting them the possibility of soon being face to face with anybody who is attracted by their facial expression and related data. The action was set in five days of intense media coverage and fast-pace thrilling events, which became a Global Mass Media Hack Performance. It has been defined as a performance since it happened after a long preparation as an unique live act during a short time span, and it involved the audience in a trasformation through an evolving storyline.

The project origin is making the third piece in a series that began with Google Will Eat Itself and Amazon Noir. The trilogy is called "Hacking Monopolism". These works share a lot in terms of both methodologies and strategies.

To the present day it has generated a few thousands reaction of involved persons, triggered by the official website, the hundreds of tweets and the almost 800 press reactions (

On a legal perspective, we received a Cease and Desist letter by Perkins and Loie (the facebook lawyers), and we're now represented on a pro-bono basis by a lawyer of Fish and Richardson, a firm specialized in intellectual property. Facebook lawyers first asked to put offline the Lovely Faces dating website, which we did after a while, and now they're pushing us to put offline also the Face to Facebook website, which hosts only the documentation about our artwork. We're fighting it on a legal basis, claiming that this is against freedom of expression.