Flock.hr is a multimedia art project parodying the concept of a reality show. From the human perspective sheep are un-individualized, they are representatives of a species, which is exactly what makes them suitable participants in the project. They can't create an image or 'introduce' themselves, yet I hope that one of them could become a star. The spectators bear the responsibility on two levels: first as voters, then as winners of the awarded sheep – the sheep that fell out of the contest. There are two 'if' phases in the project. If the spectator does not want the sheep he had been awarded, it will be slain. This phase is conceived as fatal for author's possible smug alignment with the morally undisputed 'right side'. The next 'if': if the animal right activists or anyone else wants to save the sheep, they will be able to pay to spend 24 hours with the sheep in their own home. The winning sheep will sign a contract insuring a lifetime care.

Voyeurism, desire for reality, identification with the common, the average and commonness presented as exceptionality worthy of public attention, anonymous masses deciding on the fate of an individual, the simultaneity of competition and togetherness, desire for individualization, fame and award, anonymity as synonymous to non-existence, constant exposure of the participants not to the eye of the spectator but to the camera which annuls reality and leaves only a show as reality, the audience’s lack of consciousness about the difference between an event and its medialization are some of the elements of the reality shows which Flock.hr tends to show.