"What do you want to be when you grow up?" was a common question to all of us. However, only millennials (anyone born between 1981 and 1996) had a perfectly rehearsed answer to this. "Famous!", they would reply with a dose of excitement. And this is what Andressa Ce's (Andressa Cerqueira Casado, b. 1990, Brazil) project Um DiaSeremosFamososeNada DissoVaiImportar (One Day We Will Be Famous And None Of This Will Matter) is about. "Everyone who is in their mid-twenties to late thirties has this great desire of being someone special, as this would be a remedy for one's frustrations and anxieties", the photographer says. Just like in the lyrics from a popular MGMT song: "Let's make some music, make some money, find some models for wives", the millennials have always wanted to make it big. Of course, only a select few actually achieved this, which can be quite frustrating for all the others.
Ce has been creating work under heteronyms for five years, in the spirit of Portuguese author Fernando Pessoa (1888-1935), who dreamed up around 75 other names.This project, the first under her own name, started in 2017 as a collection of cropped selfies and photos of friends that later were placed in a book that made it to Paris Photo in November 2018. The softcover with 53 colour photos printed on extra glossy paper resembles a pop culture magazine that the generation of millennials would love to make an appearance in. All the images that were taken in France, England, the Netherlands and Brazil carry a message of success on social media, recklessness of youth and a common fear of missing out.