Mundane Matters: Transforming everyday objects into viral Instagram content

Mundane Matters was one of the earliest on Instagram to pioneer a bold visual identity. Its simple, colourful visual language set a trend that later became common across Instagram accounts.

Danling used bright backgrounds, a simple light box and fruit and vegetables to create imaginative objects — from chairs to teapots to animals. With 2 new posts a day, the feed quickly became known for its unique style and joyful energy.

The project went viral overnight. A front-page post on Bored Panda led to features in HuffPost, Mashable, DesignBoom and dozens of international publications. A British musician shared the posts, and 20,000 new followers joined the account in 24 hours.

Instagram itself featured the project, and the work was later shown in galleries in Paris and New York. The content was loved worldwide for being original, clever and inspiring.

Beyond the visuals, Mundane Matters carried a deeper message, focusing on mindfulness and sustainability. Every item was eaten or composted. The project became a conversation starter about sustainable living and creativity in everyday life.

Danling ran public workshops with artist and sustainability leader, Liane Rossler (Superlocalstudio), teaching kids and adults how to create mindfully using simple, everyday items. These took place at Sherman Contemporary Art Foundation, Powerhouse Museum and Purpose Conference.

Online, one stop-motion video reached 300,000 views in 2017 — long before algorithms made virality common. It showed that simple, honest content can cut through.

The project led to paid collaborations with Woolworths (Australian Open), Sydney Water, and FOGO (Shellharbour Council), creating branded content that still felt personal and true to the message.

Mundane Matters was also selected for the City of Sydney’s hoarding artwork program, turning Instagram feed into large-scale public art across the city.