Labelled 'free', an online advert for finance packages addressing small businesses and entrepreneurs frames a window to a world where dramatically different dimensions of time and space seemingly conflate, seducing with an ambiguous liberty. The advert spatially suggests freedom by drawing on the projective power of spatio-temporal evoked emotions, that are triggered by imagery of experiencing the deep-sea.

Placing us far away from land and into the vastness of the ocean, we are freed from the burden of gravity, and with it, from the Cartesian constrains that our vertical posture and horizontally conceptualised field of vision bring with it. Moreover, we are allowed to freely float, in silence and slow-motion which, even if transmitted here solely by visual triggers, puts us into a –possibly prenatal – bodily state of experiencing that imagery. As our companion is a whale, a friendly giant and reminder of an assumed pristine past, we are likewise invited to sense the eternity of time that does not know regrets or worries.

However, as much as the diver's experience we can observe through this technologically framed window is only made possible by the diving gear, the freedom offered on this side of the screen is tied to financial bounty. Even if free here might allude to free-of-charge, it clearly indicates freedom, however opening an access window for manoeuvring between the two only to those, who have the capacity to free time and financial recourses – and only to those who have access to the online banking platform in the first place.