To conclude this study, let us step back and take a look at its progression. First I introduced Harmony Korine and his oeuvre as an incentive to my die-hard curiosity towards fragmented narratives and the non-linear approach to storytelling. After that, I brought forward an article of Lev Manovich that provided for a didactical backdrop to the further exploration of the topic of narrative–database opposition and the contemporary tendency for utilising database oriented arrangements in media and design, which I illustrated with examples from both Harmony Korine’s writing heritage and contemporary cinema. In the second part, I proceeded onto linking the aforementioned with the theories of post-branding, putting emphasis on the position of the brand in contemporary communication design. Finally, I described works that are exemplifying an innovative use of database aesthetics and character-driven narratives to create more engaging and dynamic brand experiences.

I believe that an analytical exploration of what I dove into in this text can benefit designers and creators providing them with a strong framework for creating works that intrigue and activate viewers. Being acquainted with database aesthetic means embracing interactive, participatory and customised experiences; it brings us one step closer to taking better directions in designing communication.