Excellences & Perfections AI-researched
Amalia Ulman, 2014
Instagram performance
A scripted 5-month performance conducted entirely on Instagram, in which Ulman performed three female archetypes through carefully staged selfies and lifestyle posts — blurring the line between authentic social media presence and conceptual art.
“Excellences & Perfections” was a durational performance by Amalia Ulman, conducted on her personal Instagram account from April to September 2014. Over five months, Ulman posted carefully scripted photos and captions that followed a three-act narrative arc through recognizable social media archetypes: the “cute girl,” the aspirational lifestyle influencer, and a recovery/reinvention phase.
The work was widely discussed after its reveal as a scripted performance, raising questions about authenticity, identity construction, and the aesthetics of social media self-presentation. It was acquired by the Tate and has been exhibited internationally.