Today it is getting increasingly difficult to truly engage in the moment, as social media has relegated ourselves to cameraman status in our own … Read More
Today it is getting increasingly difficult to truly engage in the moment, as social media has relegated ourselves to cameraman status in our own movies. Either we fall into the trap of posing experiences and framing them in ways that seem desirable to others, or we simply miss those actual experiences that do arise, as we are too focused on documenting them.
In order to fully tackle the problem, naively asking users to stop using technology entirely would be unrealistic. Documentation devices are already an undeniably important part of our lives, and are actually incredibly useful if used wisely. Therefore, this isn’t an anti-technology campaign, but rather, is focused on developing a better informed culture, equipping them with the tools to engage with technology more wisely.
A ‘flat’ visual aesthetic is used to create a link with the intangibility of the digital world - that essentially it is inauthentic and only accessible through an artificial glass screen. However, a bright colour palette, playful imagery and colloquial tone of voice are used to counterbalance this, offering a more optimistic approach – one that empowers, rather than condemns.
The target audience is essentially anyone who has a particular habit of documenting their lives digitally – the interfacers. However, as most people these days have smartphones, splitting the audience into more specific segments is relatively difficult. Therefore I have chosen to incorporate youth as well as involving more mature audiences through the careful balance of sophisticated subject matter and a lighthearted aesthetic.
StopStart would be commissioned (hypothetically) by the NZ Ministry of Social Development, and so where appropriate, the content takes on a fittingly informative and formal stance. Read Less