$PACING

$PACING is a campaign that explores the invisible distance between different levels of wealth and challenges common perceptions surrounding merit, inheritance, and economic status. The title refers to the idea of spacing — making the distance between people and their financial realities more tangible and easier to understand. The project addresses a widespread misconception in discussions around inheritance and wealth taxation: many people within the upper middle class and lower upper class perceive themselves as belonging to the same economic category as the ultra-wealthy and assume that policies targeting extreme wealth could affect them in similar ways. In reality, the gap between these groups is far greater than it appears. A fortune of several million euros may represent significant financial security, yet it remains fundamentally different from fortunes of hundreds of millions or billions. $PACING seeks to make these scales of wealth visible by transforming abstract economic differences into a tangible sense of distance, revealing the extreme concentration of capital within a very small elite. Through visual and speculative scenarios, the campaign encourages viewers to reconsider their own position within the economic hierarchy. It aims to create awareness among people in higher social and economic groups that they do not necessarily belong to the same category as the ultra-wealthy. By making these distances visible, $PACING invites them to reflect on their own values, assumptions, and beliefs surrounding inheritance taxation and to critically reassess a position that may have been shaped by a perceived proximity to extreme wealth that does not reflect their actual economic reality.