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Franchise Freedom visualizes the connection between a group and the individual by mimicking a swarm of starlings. The artwork translates into a poetic illustration of how we, as humans, strive to live autonomously within societies defined by rules and conventions. As dusk fell over Black Rock City, 600 luminous drones rose into a hypnotic display of technological choreography, accompanied by the poignant keys of Joep Beving. The drones were guided by a specially made algorithm that simultaneously allows both individual choice and movement as a group.