Fig. 1: Front Cover Moodboard, 2016 ; Fig. 2: Hands Joining, 2014 Fig. 3: Trust No One, 2012
Emily Green FASH30108 Negotiated Project: Self Devised N0494217 Wordcount: 8752
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Introduction A Connected world
The rise in technology is enabling people to communicate on a global scale, with opportunities to connect people more so than ever before. Social media platforms encourage higher levels of integration between cultures and bring together a variety of opinions. It is undeniable that technology is exploding with opportunities and offering more seamless connectivity. However, there is confusion surrounding technology. The way in which people are interacting is changing and there have been suggestions that technology is interrupting of the intimate nature of human interaction. (Sobel-Lojeski and Westwell, 2015) stated that ... Fig. 4: Hand Art, 2012
The intention of this report isn’t to solve the confusion about/around technology. It is to highlight alternatives that could be provided for consumers that could compliment both digital and physical interaction and enable them to work in unison. As new innovations continue to be developed/to develop, it is becoming more achievable to maximise the potential of technology. Such innovations could allow for a more positive interaction with technology that could benefit the lives of consumers. Fig. 5: Papis Loveday and Shaun Ross in Chaos Magazine, 2011
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“All 7-plus billion humans on this planet will sooner or later be c‘ onnected’ to each other via the Uber(not Inter)net.” (Hughes, 2014)
Fig. 6: Connected Moodboard, 2016 5
Fig. 7: Industrial Revolution Moodboard, 2016 ; Fig. 8: Euphoric Timeline, 2016
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Fig. 9: Digital Revolution Moodboard, 2016
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It is how people use and interact with technology that determines its benefit
A lot of relationships to technology are healthy unlike every representation in the media
Most negative predictions about technology don’t actually happen
Technology provides the platform to communicate with others Fig. 10 Minimal Movie Posters Moodboard, 2016
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Contradictions of digital behaviour
Fig. 11: Eric Pickersgill, Removed Series: Angie and Me, 2014
With a rise in...
(Brabazon, T. 1998)
The metaphorical link to food likens the over-indulgence of online activity to obesity and excessive food consumption being combatted by diet. There are ironic likenesses of both food and data being essential to a person’s life, and the damaging effects they have the potential to have on lifestyles if they are used irresponsibly.
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Fig. 12: Eric Pickersgill, Removed Series: Disconnected From One Another , 2014
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Digital devices are creating a barrier between the virtual and physical world. Fig.13: Antoine Geiger Moodboard, 2015 ; Fig. 14: Louis Quilles 11 Moodboard, 2014 ; Fig. 15: Jean Jullien Moodboard, 2014
Digital activism In 2011, The United Nation established Wi-Fi as a basic human right, to provide equal opportunities and freedom of speech for everyone (Kravets, 2011). This further enabled our connected world to feel as though they were a part of an online community. People use their right to use the internet as a way to make their voices heard. This is achievable on social media platforms, in which there is little restriction in many countries as to the content people can post. People are keen for their voice to be taken notice of online, but often have a tendency not to act upon their opinions in the physical world. If a contribution has been made online, often, a negative repercussion will occur and people will feel as though they have already played their part and will not need to get involved and take literal action. This is recognisable in situations such as protests. Even though online contributions can create impact, it is still necessary for physical action to be taken alongside it. More people than ever can involve themselves and contribute to situations without being physically present, which means that anybody has the ability to be heard. This is positive, as it encourages people to share opinions who struggle with low confidence in reality, but feel as though online platforms can provide them with the confidence to get involved. Fig. 16: Wifi Symbol, 2016 ; Fig. 17: Bloggers Moodboard, 2016
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the blogging boom
A more democratised and opinionated society has influenced the blogging boom. This phenomenon has allowed for a sense of community between the blogger and their followers. The personalised content produced is a breath of fresh air in comparison to the content provided by journalists, who arguably shape the reviews of products and don’t reflect the true value of the product. This enhances the desire for the voice of a blogger. As stated by the (National Geographic Society, 2010)...
The internet has allowed blogging to be a valued profession with a powerful reach to consumers at the click of a button and is often considered a dream job for many. Bloggers are being paid for their time and opinions, whilst being provided with brand incentives and endorsements. Brands have recognised the power of an influential blogger and often contact them to promote their products. With the brand image in mind that they have constructed, bloggers are able to choose products they feel best represents themselves and their values.
Any fake reviews placed onto their stream of writing may corrupt their following, therefore it would be sensible to assume that they use products that they believe their followers could also buy into. People are able to gain an insight into the lives of the bloggers, which is in-line with the transparency trend as discussed by Sally Denton at the Trend Boutique (2016), which focuses on consumers being able to view the truth for themselves. People are more inclined to follow a brand, or in this case, a person who has created a business by branding themselves, if they are able to follow their posts regularly and feel as though their content is genuine and trustworthy. There is however, a lot of pressure on bloggers to produce high quality content on a regular basis to ensure the connection between them and their followers continues. It is also important that bloggers remain professional, as their brand is represented by their actions. In addition to this, there are contradictions that blogging is promoting narcissism and creating paranoia amongst people/others. People want to be the optimised version of themselves and constant reminders of perfection from their idols may enhance insecurities. Having said this, there is the benefits of blogging do outweigh the negative aspects, and the rise in technology is continually providing more successful ways for bloggers to interact with their following.
Fig. 18: Pixelated Arrow Symbol, 2016 ; Fig. 19: Brand Transparency Moodboard, 2016
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Fig. 20: Transparency Moodboard, 2016
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Fig. 21: Petpals Screen Shot, 2016
The effect of social media on businesses Similarly, to the rise of blogging, social media has also provided a platform for businesses to interact with consumers and update content regularly. Facebook has been a particularly important platform for Tina Fisher, Petpals Loughborough franchise manager, who communicates daily with her customers through photograph and status updates. She emphasises that “it helps to build a relationship with customers and provides satisfaction that their animals re being well cared for.� (Fisher, 2016) Without this platform, the level of communication between her and her customers would not reach the same extent.
(Fisher, 2016) (see appendix: page 106)
It provides a wider reach to existing and potential customers, who are able to quickly gain insights into how the business runs and the enthusiasm that goes into providing the best care for customers and animals alike. Similarly, to bloggers, the key for a successful business who uses social media as a platform, is through regular updates on social media. Even though it is time consuming, there are high expectations from consumers to meet this demand, as social media is significant to peoples lives. Accompanying regular updates and the significance of imagery allows for businesses to capture a moment in time that they are able to share with others. This builds trust between the business owner and consumers, who want a service that meets their expectations.
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Fig. 22: Petpals Screen Shot, 2016
Fig. 23: Man At Computer, 2016
social media platforms for Self promotion People are following in the footsteps of influential people such as bloggers and making their voices heard through social media by utilising its potential. New infrastructures of roles and skills are being demonstrated online that can support creative, including:
Self promotion has predominantly moved online, including the creation of digital portfolios to showcase work. It is a quick and impactful way for people to use technology and social media platforms to provide potential employers with a snapshot of their lives. Online portfolios also more accessible in a job interview than a physical folder, both for the interviewee and the employer. Digital portfolios are also being more recognised in the form of a creative Instagram account. Such platforms enable people to showcase their best work in a sleek and professional format. For creative accounts and promotional purposes, privacy settings will likely be public, therefore hashtags can be used to people’s advantage in attracting attention and a following for their work. This provides people with the opportunity to connect with a wide range of people who share the same skills sets and interests. It essentially creates lots of creative communities within the whole Instagram community.
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“It’s now about curating your digital portfolio and using online media sensitively in order to better facilitate IRL (in-real-life) relationships” (WGSN, 2016) 19
Digital creativity
The internet has changed art. It has changed the aesthetic, the way in which its perceived and how its created. The 'Post Internet' art movement incorporates a lot of contrasting elements and is a reaction to the digital world we live in, which is abstract and full of possibilities. Bright and highly saturated colours expressed in the artwork indicates extremities in our lives, such as the explosion of digital and the power of choice in a society driven by choice and strong opinions. Creative pairings and contrasting elements represent a reaction to a world in which people expect precision and for technologies to be more defined. The contrasting textures, colours and lines within the artwork are also suggestive of the variability and high efficiency of the internet. Whilst the overlaid images represent the layering of on and offline.
As anything is achievable online, people want this to be matched in reality, so are creating playful artwork which is quirky and unexpected to match the unpredictability of the virtual world. Technology is generating behaviour change and people are using online platforms more so to their advantage, however there have been criticisms to suggest that such integration of digital devices into our lives can have a negative impact if not used effectively.
(Keen, 2014)
Artists are continuing to celebrate digital innovation by creating and manipulating artwork through digital platforms. With the ability to create artwork on tablets and mobile phones, creativity is booming. Digital software such as Photoshop, provides people with the ability to create artwork online and express themselves by breaking down the barriers between physical and digital creativity. Technology is an increasingly big part of peoples lives, which is being mirrored in the creative industry.
Fig. 25: Colour Rendition Chart, 2013 ; Fig. 26: The Collecteur Moodboard, 2016
Fig. 24: Colour TV Art, 2015
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Fig. 27: Digital Creativity Moodboard 1, 2016
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Fig. 28: Digital Creativity Moodboard 2, 2016
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Case study tilt brush by google People can use this tehnology to unleash their artistic side anywhere and at any time
People can express themselves and capture moments of creativity through technology Fig. 29: Google Tilt Brush Moodboard, 2016
(Full case study - see appendix: page. 222)
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the re birth of artisan and arts and crafts
Fig. 30: Hand Holding Paintbrush, 2016
As a repercussion of our generation being digitally driven, people have rediscovered the value of handmade, which has sparked the re-birth of artisan. This shares similarities to the Art Nouveau movement in terms of highlighting the beauty of craft and workmanship and the PreRaphaelite movement which “Inspired by the theories of John Ruskin, who urged artists to g ‘o to nature’…” (Tate, unknown). This is suggestive of the backlash to technology and a more solid focus on the beauty and appreciation of life outdoors and hand crafted items. With technology having such an impact on people’s daily lives, there is keen focus on skill and craft, running parallel to online activity. There has been an increase in support for creatives both on and online. This includes the celebration of craft fairs for art driven individuals to attend and display their work. Running alongside this are communities online, such as Etsy, which is ‘more than a marketplace’, but a c‘ ommunity of artists, creators, collectors, thinkers and doers.’ (Etsy 2016). Playing upon the re-ignition of artisans, Etsy celebrate this by referring to their community members as Etsians. Etsy encourage people to turn their artistic hobbies into a business by selling and sharing work with others of a similar mindset and love of craft.
Fig. 31: Peaks, Passes & Glaciers, 2015
Fig. 32: The Hireling Shepherd, 1851
Fig. 33: The Tree of Life, 1905 ; Fig. 34 (Next page): Rules of Abstraction, 2016
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Fig. 35: Artisan Moodboard, 2016
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Escapism online v offline Independent festivals are running parallel to mainstream ones such as Coachella and are providing people with the opportunity to reconnect, both with nature and each other. 'In The Woods' is a festival that’s core values include “attention to detail and adding the personal touch” to the consumer’s experience and contradict mainstream ideologies. (In The Woods, 2016). Their appreciation of the 'little things' and intimacy between festival goers and the carefully selected artists goes hand in hand with their authentic values of sourcing local food and beverages for people to enjoy to build trust amongst their consumers. Although re-connecting with nature suggests taking time away from technology, there are new ways in which people can connect with nature through digital devices. Virtual technology is gradually coming into play with more people using it to enhance their experiences. Fig. 36: Deer And Tree, 2016 ; Fig. 37: Return To Nature Moodboard, 2016
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Fig. 38: Flowers And Nature Moodboard, 2016 ; Fig. 39: Physical Mirroring Digital Moodboard, 2016
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Fig. 40: Virtual Reality In Nature Moodboard, 2016
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Case study In the Eyes of the Animal
Discover nature and connect with it like never before
Merging virtual reality with the simplicity of nature Fig. 41: Case Study: In The Eyes Of The Animal Moodboard, 2016
(Full case study - see appendix: page. 223)
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Genuine audio captured from the forest
Escapism offline rise of downloads and festival boom There has been initial panic surrounding the spike in CD sales, which was surpassed by digital downloads in 2014, (Dredge, 2014). However, the increase in streaming as appose to downloading is now becoming more recognised. People feared that the power of digital downloads would be the death of live music, but instead it was the opposite. Digital downloading and streaming re-injected life back into festival culture. As a result of festivals providing consumers with a fully immersive experience and the chance to interact with others of a similar mind-set, concert venues are becoming less favourable for some consumer types. People want the choice of who to watch and when and this is more achievable at a festival than at a concert venue, with multiple artists performing throughout the event. Although festivals have been around for hundreds of years, the digital revolution has reignited peoples love of festivals and sharing experiences with others. This is a suggestive nod to the 70s hippie culture, both in terms of the sense of community and distinguishable fashion trends. Festivals provide individuals with the opportunity to celebrate freedom and essentially 'let their hair down', similarly to the 70s.
Having asked Joe Davies if he could re-live any moment in his life (see appendix: page 125), he stated that he would re-live the weekend he went to V-Festival because he felt satisfied in the company of his friends and listened to some good music. Having combined this with other research relating to phone interaction and behaviour (see appendix: page 177), Joe made it clear that he wanted have the freedom to use his phone as much as he wanted and for whatever he wanted.
This however led to the following questions:
If Joe’s phone were used constantly, would it interrupt the communication between him and his friends?
What if there was a way for Joe to have the same experience with his finds but capture moments from the festival without a digital screen creating a barrier between him and his friends? Fig. 42: Phone Interruption Infographic, 2016 ; Fig. 43: Hippie Moodboard, 2016
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digital lution reignited ples love stivals sharing eriences others.
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Fig. 44: Hippie Moodboard 2, 2016 ; Fig. 45: Festival Lust, 2016
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Whilst technology is widely celebrated, some people suggest a sense of rebellion to technology at festivals. This is represented through the expression of physical creativity in clothing, make up and accessory choices. There is an inclination to wear handmade jewellery and one-off pieces that are personalised and authentic as appose to mass produced items. This plays upon the values of artisan, in which people praise craftsmanship and skill. This focuses on the idea of taking elements from the past and combining them with the present to product new products and create new stories. People are keen to own products that have a story attached to them and allow them to reflect upon their past, as it provides stability in a technology driven society. A reminder of childhood can also provide comfort, as, for some, it was a time of innocence and little responsibility. Fig. 46: Necklace Icon, 2016
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“We're all stories, in the end.” (Moffat, 2016)
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Fig. 47: Memory Moodboard, 2016
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Fig. 48: Camp Grounded Screenshot, 2016
It is perhaps the case that some people find technology a little too overwhelming and are finding ways to divert their attention and take ad ‘ igital detox’. As suggested in the exhibition ‘Tibet’s secret temple’ in 2015 (see appendix: Page 159), there has always been a need for clearance and a balance of the mind, which can be achievable through meditation techniques. This has also been highlighted through practises such as yoga, which have been increasing in popularity sinsce the yoga boom in 2012. The continuation of the mindfulness movement has provided alternatives to digital consumption including events, experiences, apps and life coaches. The intention of these platforms are to make people aware of their behaviours and prompt them to re-engage in conversation. Fig. 49: Hand Stop, 2016
(WGSN, 2016)
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Technology can provide people with a platform to reflect upon memories and share them with others.
Fig. 50: Phone App Screenshots Moodboard, 2016 ; Fig. 51: Digital Detox Alternatives Moodboard, 2016
Despite a mix of opinions regarding technology, there is no denying that online platforms provide people with the opportunity to do anything they want to do and be anything they want to be. This is seductive for people, as suggested by Paddy Lonergan (see appendix: Page 58), who stated that people are enticed by hyper reality because of its ability to provide more excitement than their real lives could. (Lonergan, 2016). However, hyper reality can also provide opportunites to deceive others online. An extreme example of this is the film and reality TV show Catfish, which evidences the power of social media and trust between online friends. (Joost and Schulman, 2010)
Escapism online
(Storey and Fiske, 1995) Fig. 52: Vedas, 2016
As discussed by (LS:N Global, 2015) at the Beyond Borders: Autumn/Winter 2015 Trend Briefing, (see appendix: Page 173), an alternative concept for mindfulness is the notion of mindlessness, which essentially revolves around allowing your imagination to wander into an imaginative state of subconscious thinking, which will ideally spark unexpected innovation. This ideology of online behaviour is in favour of procrastination, as it encourages intuitive thought processes that may not take place otherwise. As observed through ethnographic research (see appendix: page 181) there are differences between procrastination that prompts creativity and obsessive traits in behaviour which makes people browse online content in order to distract them from their initial purpose e.g. work. It is recognisable from my observations and questions that I have carried out (see appendix: Page 110-119) that people regularly use digital devices as a response to boredom.
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Fig. 53: Vedas, 2016
Online platforms provide people with the OPPORTUNITY to do anything they want to do and be anything they want to be. Fig. 54: Deception Moodboard, 2016
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escapism online into constructing self online
In terms of an online presence, everyone is essentially the main role in their own show. This is in line with Goffman’s concept: the d ‘ ramaturgy’ theory (1979). Goffman portrays ideas of people’s lives being a metaphorical stage; in which they are expected to learn and mould their character following their birth. Each person involved in another’s lives are, unbeknown to them, actors and are contributing to their ongoing live performance. Interactions with others are often reciprocated by other people’s roles, and are contributions to everyday lives. (LLC, 2016) With further reference to Goffman’s theory, people crave to be the starring role of their own play and perform their role seamlessly in front of their audience. (Forrester, 2000) Online platforms essentially act as a stage for presenting a perfect representation of a person’s life. Whilst partaking in a theatre performance can be idealised as a means of creating a theoretical ‘second life’, this can now be achieved via social media. Individuals can maintain separate on and offline lives and construct an idealised version of themselves that they can’t necessarily achieve in reality, hence their intense desire to do so.
The internet provides individuals with the ability to maintain separate on and offline lives and construct an idealised version of themselves that they can’t necessarily achieve offline, hence their intense desire to do so. Todays generation are very much recognised as the sharing generation, which is proving evident on social media through sharing selfies, opinions, achievements and memories with others. People want to share their life with others and they want to choose who they share it with and through which platform.
Fig. 55: Trust Me, 2016
(Gaye, 2015)
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escapism online into constructing self online My interview with Lexi Harvey (appendix: pages 100-105) represented the extreme lengths that people go to, to promote themselves online.
(Harvey, 2016)
Her decision to honestly re-caption her photographs, along side Essena O’Neill is an indication that people are coming to the realisation that maintaining a separate on and offline life isn’t entirely realistic. Societies perception of perfection has been heavily influenced by the media, who promote ideals of an unobtainable perfect life via celebrity lifestyles. This is not a realistic ambition for the average person, hence the repercussion of normal people creating romanticised versions of themselves online, which are excessively morphed, to accentuate these ideals.
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Fig. 56: Living Life Through A Screen, 2016
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Ethnographic Research
People have a tendency to curate their lives in order to impress their online a ‘ udience’ and promote the best possible version of their lives. This behaviour was demonstrated at the Chanel exhibition (appendix pages 184-185), in which a woman continuously asked her friend to take photographs of her with a fixture whilst she posed to appear enthusiastic. This was presumably to capture a photograph for her social media following.
(Green, Sutherland, and Lane, 2016)
The multiple attempts it took to capture the ‘perfect’ image demonstrated that people are not representing their lives in the moment and are instead taking more effort to achieve a moment that would promote envy among others. There is a rise in people wanting to share their moments with others and they want it to look impressive. The arguable pressures of promoting an idealised life online may affect the enjoyment of a moment experienced with physical friends, as there is too much focus is on capturing it perfectly for others to see. Instead of this, time could be appreciated more by enjoying situations with the ones that add value to an experience through physical interaction.
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Fig. 57: Living Life Through A Screen 2, 2016 ; Fig. 58: I Look Better Online Swimsuit, 2015 ; Fig. 59: The Truth Behind Photos Moodboard, 2016
Fig. 60: Hololens, 2016
New technologies New technologies are now emerging that could allow us to combine on and offline activity. By utilising new technologies to bridge the gap between on and offline communication it could provide more fluid and immersive experiences. Even though new technologies are exciting and people are keen to use them to enhance their lives, Peter Cohen highlights the importance of physical communication and the benefits. People have an intense desire to form strong connections, and if it is not achieved, they will inevitably search for gratification through other means. This can result in addiction with other things that will provide them with a sense of fulfilment (Cohen, 2009). This could perhaps suggest that human interaction should have important focus in a person’s life. Having said this, there is no reason that technology cannot be used to enhance human communication with new innovations in production. Technology and interaction have the potential to work in harmony, as two separate entities paired together can be stronger than if they were separate.
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Current consumer
Technology is an integral part of the current consumers lives. They have known nothing other than technology since the early stages of their lives, meaning that a life without it may seem unmanageable and unrealistic. The current consumer is keen to share their achievements and memories online with those they care about and others that follow them. However, they are less inclined to share personal information on social media websites such as Facebook and would prefer to do this with a tight knit circle of people. A life consumed by technology is being mirrored by Gen Z, who are also growing up to know nothing other than a life of technology. This being the case, new innovations in this field will not phase them, but excite them. They will provide opportunity and new ways of experiencing life. Technology is evolving constantly and is finding new ways to aid consumers lives, with more beneficial purposes than ever before. However, new technologies aren’t fitting for everyone, which was highlighted by Peter Hopkinson, aged 80, (see appendix: Page 108). He argued that “everything is too complicated now; nothings simple anymore”. (Hopkinson, 2016). Some people are more inclined than others to use digital devices to aid their lives. In some cases, those who haven’t grown up with technology may be less inclined to use it as those who value it as apart of their lives.
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Fig. 61: Living Life Through A Digital Screen
Interviews conducted with the current psychographic of consumers provided insights that perhaps people aren’t aware as to how much technology is generating behaviour change. They were aware of it being used for purposes from procrastination on social media platforms, to connecting with potential employers, to finding relevant content for work.
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Social media routines
For important means only check if recieve notifications
Fig. 62: Generation Z Moodboard, 2016 ; Fig. 63: Generation Y Moodboard, 2016 ; Fig. 64: Phone Visualisation Infographc, 2016
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Journey to big idea
Continuing on from a point stated earlier: Having asked people if they would consider attending events if they couldn’t use their mobile phone, or whether they would prefer to use it for whatever they want, whenever they want to. (see appendix: pages 177 - 180). As highlighted in the consumer responses, people are keen to document their lives on social media and want to have their digital devices on them in order to capture memories and content for their social media accounts. Fig. 65: Camera Capture Grid Image, 2016
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Insights from creative primary research memory Having asked people if there were “any moments they would re-experience if they could?” and “if they could achieve one thing in their lifetime what would it be?” (see appendix: Pages 124 - 129), most people highlighted memories that have been shared with people that are important them, some still alive, some not. People also mentioned that they would ideally experience a time in their lives, in which they had little responsibility and experienced excitement. Predictably, none of the moments that people mentioned linked to a time they had spent digitally. The most gratifying times were instead ones they spent were the quality times they spent with others creating memories. Hence allowing me to build upon the idea that the most pleasure people attain from life is the times they spend with others.
Even though people are keen to share moments with their online following, a focus on offline interaction as well, will provide the potential for more fluidity between digital and physical connection. The boundaries between on and offline are gradually blurring, as people are searching for ways to integrate activity and make physical and digital experiences as seamless as possible. A digital future is continuing to emerge and our human race is becoming attached to the reassurance it provides. The production of new technologies continues onto each euphoric wave, with the shock factor gradually diminishing. The anticipation for new inventions has become engrained into human existence, with expectancy levels peaking. New capabilities in this sector means that there is a gap in the market for new ways of communicating with others and sharing content.
The potential of building upon initial positive memories as communicative platform may encourage people to create more physical memories and re-engage with others offline. Memories prompt conversation, therefore this could be a strategy to build a new service upon. The sense of fulfilment gained from memories could be an alternative to procrastination that doesn’t provide long lasting benefits. The gratification provided by memories will release serotonin from the brain to fulfil pleasure in a way that could be deemed useful in comparison to procrastination. This will enable people to appreciate moments with others in the physical world more, in order to share and converse with others about them. Having said this, people are still keen to document and share these experiences with their digital friends on social media platforms such as Instagram. Both for personal affirmation and to feel a sense of inclusion and acceptance by being part of an online community.
(Lee, 2014)
Fig. 66: Miscellaneous Collages, 2014 ; Fig. 67: Merged Memories, 2016
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(Brandt, 2015) predicted that in 2020, there will be the...
Journey from big idea
Fig. 68: Smart Lenses Moodboard, 2016
The research carried out throughout this report influenced my big idea of re-building human communication through utilising the new technology: Smart Lenses, which will have a built in camera and a recording device to enable the user to capture and share content live or at a later date. Running parallel to the smart lenses will be an app, which will be essential for sharing and storing memories. The Smart Lenses and app, will be created by the new brand: Opacifi, to sell a new photographic opportunity, which will ideally remove the barrier between the screen of a digital device and the physical world. This will deter people away from their previous photographic habits into a world in which moments can still be captured without causing disruption and a shut off from experiencing it. The intention is for the art of conversation is to be re-ignited and for moments in time to be appreciated more as we become more immersed into an ever evolving digital world. This will ideally allow for more on interaction between people and mean that people will still be able to take a photograph or capture a video without the interruption of a moment. Realistically, whist using this new technology, people will be able to record or photograph whilst doing anything. They will not have to rely on finding a device to capture the moment, as capturing the moment will involve blinking. This will create more integration between the on and offline world, as there will be less segmentation between the two. Physical experiences will be more appreciated and the barriers of technology will be less of an issue. This will aid the digitally connected consumer, who wants to use new technologies but doesn’t want it to control their lives.
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about the Brand
Opacifi Fig. 69: Opacifi Logo, 2016 ; Fig. 70: Opacifi Brand Essence Model, 2016
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about the Brand
Fig. 71: Ansoff’s Matrix - Opacifi, 2016 ; Fig. 72: Perceptual Map, 2016
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about the Brand
Fig. 73: Curve of Innovation - Opacifi, 2016 ; Fig. 74: Sharer/Receiver Model, 2016
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Fig. 75 Swot Model - Opacifi, 2016 ; Fig. 76: Ethical considerations, 2016
The users of the smart lenses could have a discreet colour or light within the lens or a mini device that they could wear whilst recording that makes others aware, which would ideally lessen any concerns surrounding privacy.
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Fig. 77: Smart lens timeline predictions, 2016 ; Fig. 78: Samsung Smart Lenses, 2016
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Brand reveal opportunity
Fig. 79: Tokyo Recommends Five More Sports For 2020 Games, 2015 ; Fig. 80: Brand Reveal Infographic, 2016
The prediction of the lenses becoming available in 2020 provides an opportunity for reveal of smart lenses and the release of the app. The Olympic games are to be held in Japan in 2020, who are recognised as the pioneers of technology development. This taken into consideration, it is likely that they will be expected to use technological advancements to their advantage throughout the games, hence being another reason to reveal the brand in 2020.
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Brand positives and opportunities
Fig. 81: Fove VR Headset, 2016
For consumers wearing the smart lenses, it creates a fusion between the physical experience of a moment and the capabilities of new technologies. Even though Opacifi’s primary focus is to sell smart lenses as a product to consumers, it is much more than that. It’s about selling an experience that consumers can genuinely believe in and can relate to in their personal lives. If people aren’t physically able to experience a moment with someone, this new technology will allow people to feel involved. Essentially, live streaming moments through new technologies, or sharing them as a memory afterwards will be more human than exchanging a message online describing the experience, as the ‘receiver’ will be able to virtually join and interact with the ‘sharer’. This solution will also enhance emotional connections with those who share the experiences together regardless of time or location and will highlight the positive benefits of technology by creating a long lasting sense of fulfilment. The difference between this new wearable technology and a regular recording device is that the ‘receiver’ of the content is able to view it through the eyes of the person sharing it with them. This makes it more personal to both users, whilst providing them with the closest alternative to experiencing it with the other person. The viewing experience of the recorded moments will be immersive, which is a key factor in keeping consumers engaged. The rise in virtual reality and oculus headsets will be taken into consideration and will be supported by the app. According to Benechir (see appendix: pages 85 - 87), Oculus headsets will be more readily available to consumers in the next few years. Opacifi will incorporate this into the capabilities of the Smart Lenses and app, to ensure it keeps up with new technological developments and create a more immersive experience for viewing content.
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Fig. 82: The Internet of Everything, 2014
trends within the landscape The internet of things has highlighted that there is a growing demand for technology everywhere. “In the future‌everything will be connected, to each other and to the Internet. And that will change the world.â€? (Pierce, 2015). Every day objects are becoming smarter and gestural control is on the rise, with body parts such as hands movements essentially replacing the function of a phone screen. The fluidity between the on and offline world is also becoming more apparent in terms of people controlling technology with their bodies and through voice activation. These developments will potentially create less of a divide between physical and virtual reality. Three trends that are evident within the current landscape and set to rise in the next few years are personalisation, self optimisation and sharing, which will all be contributing factors to the new wave of technology. People seemingly depend on new technologies and expect seamlessness. A rise in digital activity suggests a consumer need for re-building physical communication and human connectivity.
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Trend ing Trend ing Fig. 83: Trends Within The Landscape Moodboard, 2016
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The future consumer
Fig. 84: The Instinctual Voyager Moodboard, 2016
The Instinctual Voyager wants more from life. They want more than technology can offer them, and want to experience the most from life and capture memories along the way. Their digital devices have always been essential for maintaining their online presence, in which they can showcase their photography. Everything has the ability to be beautiful and they want to capture this and share it with others, but sometimes the beauty of the moment can be lost by digging around in a bag for a suitable device to capture it. In recent years they have become more dependent on wearable technology for texting and communicating written content. However, nothing yet quite meets their need for taking photographs or sharing live content with others besides a physical device. The fluidity of their on and offline lives is of high importance to promote themselves and their creative work to potential employers, therefore devices enabling them to do so are beneficial.
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The future consumer
Fig. 85 The Creative Native Moodboard, 2016
The Creative Native has a burning desire for immersive experiences that excite them and provide inspiration for creative opportunities. Seamless connectivity aids both their personal and professional personas. They expect efficiency from their devices in order to connect to others in industry and to mirror this in their free time with friends and family. Their digital devices have always been important for capturing inspiration for their jobs, such as at exhibitions and events. The experience of a moment is however sometimes interrupted having to reach for a camera or phone to capture content and can create a distraction. Their busy life that includes hopping between underground tube stations means that carrying digital devices can sometimes prove a nuisance and their demanding lifestyle can mean that they don’t have a suitable device as and when they require it. However, their needs have not yet been met, therefore not allowing them to capture content without the use of a physical device and a solution would be more beneficial to their lives.
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The future consumer
Fig. 86: The Split Second Seeker Moodboard, 2016
The Split Second Seeker loves sharing moments they experience in their lives with others they care about. Their family orientated lifestyle means that they are always on the go and can be prone to forgetting their digital devices. They have children of their own and are keen to capture the moments that they may only experience once in a life-time. Although, they either find that being stuck behind a screen disconnects them from the moment itself or have a tendency to miss it because they don’t have their device at the ready. They would benefit from a discreet device that could be carried around with them whenever, wherever and doesn’t require extra bags to protect the device on top of the rest of their essentials.
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The future consumer
Fig. 87: The Ubiquitous Observer Moodboard, 2016
The Ubiquitous Observer would be anywhere and everywhere given the chance. They want to feel involved with others and share experiences to maximise their memories. This social butterfly has a large group of friends that they unfortunately cant physically interact with all the time, but are keen to feel included with their activities through regular updates on social media or text messages. They don’t particularly have a liking for taking photographs or recording videos, but will happily take time out of their day to look at others’ that have been shared on social media or on private mail. A place in which they could collectively watch memories shared with them by friends would benefit their lives and aid them with feeling more immersed into experiences they cannot attend.
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Invisible camera campaign experiential marketing and digital screen advertisements Opacifi’s first communication touch point will take place in January 2020, 6 months prior to the reveal of the brand and will be the beginning of the ‘invisible camera’ campaigns. These campaigns will incorporate humour and irony as a communicative tool, with the intention of making the wearable device feel human and an exciting prospect for consumers to buy into. A brand representative of Opacifi will attract people to have their photograph taken by them, who will then share it within 5 seconds on a large digital screen in Piccadilly circus, London. The reason for using Piccadilly Circus as the location, is because the high footfall will allow the images to be viewed by a large audience. Accompanying the images on the screen will be Opacifi’s logo and hashtag #memorycast which will guide consumers to the Instagram page, in which they can save and share their image. This will allow people to experience their ’15 minutes of fame’, whilst building intrigue around Opacifi’s product, as there will be no digital device in sight to take the photograph. This will play upon the idea of not having a physical barrier to fragment the moment and create engagement between the consumers and the brand. Ideally, this will spark conversation about the concept of photographing without a digital device. As the photographs will be captured through the eyes of Opacifi’s brand representative, it will also publicly demonstrate the capability of the lenses. This will ideally make them more appealing for consumers who are able to see the functionality of the brand for themselves, as people are keen for transparency and truthful marketing. Fig. 88: Route to Consumer Timeline, 2016 ; Fig. 89: Invisible Camera Campaign Idea, 2016 ; Fig. 90: Eye Sketch, 2015
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Invisible camera experiential marketing
Fig. 91: Invisible Camera Campaign Mock-up, 2016
To prompt further conversation amongst consumers and provide more information about the new brand, Opacifi’s brand representative will hand participants of the campaign a business card with an Augmented Reality marker of the website and app. This will be meaning that consumers can hover over the website and app icons to preview the platforms in AR and bring them to life. In the next few years, it is predicted that mobile devices may come pre-installed with Augmented Reality capabilities, meaning that people will just have to hover over the icons on the business card without the hassle of downloading a separate app to view the content.
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Fig. 92: Augmented Reality Business Card, 2013
Invisible camera Digital screens
The invisible camera promotional demo will expand into a photographic campaign for digital screens. There will be 8 variations of this campaign on across London, which will incorporate humour and promote the idea that people can do anything whilst wearing the smart lenses. The digital screens, which will represent 8 different moments moments, will be strategically placed throughout London, which will remain the chosen location for the second strand of the invisible camera advertising. This is because it will reach not only a large consumer base, but also an international audience, as it is the Capital City of England. The numerous locations and representation of different moments within the advertising will also communicate that the product is relatable for different consumer types.
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CA MPAIGN ST YLE INSPIR ATION
Do any thing whilst wearing your lenses... 76
Smart Lens user capturing content
Content the SmartLens user captured in the left image
The first concept is to centered around the humour and irony of using the smart lenses to capture moments. The campaigns will highlight the idea of hands free use of the product and the idea of being able to capture moments, no matter the activity and regardless of the location. The humour and irony are integrated into the campaign when emphasising what can be achieved whilst wearing the smart lenses, as the possibilities are endless. This will ideally create desirability for the product, as the consumer who is connected to technology, will want their on and offline activity to be combined and as seamless as possible. This is to cater for consumers who are emerging into a world in which objects are ‘smart’ and everything becomes more connected. (Accenture, 2015). The exaggeration of moments will be a way in which to incorporate humour and irony into the campaigns as it will allow consumers to connect with the brand on a personal level, whilst also making them question what they could achieve whilst wearing the smart lenses. The second concept focuses on the idea of not interrupting reality or fragmenting an experience by reaching for a digital device. Instead of punctuating the moment, live the moment. Don’t use a physical device to form barriers whilst experiencing a moment, simply blink. Similarly to the first concept, the intention is to build the realization amongst consumers that they can be at any location and partaking in any activity, yet can still capture the moment using their smart lenses. The smart lenses and app combined also means that any moment can also be shared with others that aren’t present. That is the beauty of the brand. Fig. 93: Nathan Mitchell Jump, 2016 ; Fig. 94: Nathan Mitchell ‘Jump’ Moodboard, 2016
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CA MPAIGN ST YLE INSPIR ATION
Hold onto your memories... 78
Fig. 95:Standing on the ground looking up, 2016 ; Fig. 96: Beauty of a Moment Moodboard, 2016
These concepts are designed to demonstrate that consumers can use new technology to aid their lives in a positive way and and be used to enhance human connections rather than take away what makes us human. As new innovations in this field are developed, it is highly likely that consumers will want technology to remain as lighthearted as possible and not feel overwhelmingly futuristic, with a c‘ yborg’ mentality. By keeping this in mind, Opacifi will ensure that the interests of the consumers remain as a core value to the brand. Another campaign that could be a continuation of the ‘invisible camera’ is the idea of people holding onto their memories. This would focus less on the humourous and ironic aspects of the brand language, but more so on the beauty of a moment and the importance of memories. This campaign is linked more so to the app than the ‘invisible camera’ campaign, as it will metaphorically represent someone physically holding their memories as if they were an object. This would further highlight that Opacifi‘s focus is to hold onto and enjoy experiences, whilst demonstrating the importance of what makes us human. The purity of the glass ball which would be used as a metaphor for the clarity and shape of the smart lenses, would be an insight into the memories being captured through people’s eyes. The glass ball will morph the image slightly, which will represent how the world can be seen through someone else’s eyes and how people perceive moments differently.
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Invitations to technology enthusiasts to attend Tokyo for live streaming to London event The next stage of the process for Opacifi will be to provide 4 selected individuals with invitations to wear the smart lenses during the Tokyo Olympic opening ceremony in 2020. The intention of this, will be to stream their content back to Hyde park in London by syncing the smart lenses with the app as part of Opacifi’s reveal. The aim for them is to strengthen engagement with consumers about the advantages of the smart lenses and app prior to their official release, by utilising their cultural calendar.
The 4 invitations will be sent via email, and upon acceptance of participation, a parcel including the smart lenses in their finalised packaging, an activation code to pair them to the app and a mini brand guide will be sent to them. Any necessary travel and accommodation arrangements will be organised for the participants following confirmation of attendance, which will be an incentive, as it will be funded by Opacifi. For the two technology enthusiasts, the participation in the reveal for Opacifi will provide an interesting talking point on their own platforms upon returning from Tokyo. This will create further publicity for Opacifi, as it will give an informed perspective about their experience from the users themselves.
2 of the 4 invitees will be credible technology enthusiasts, who will get exclusive access to Opacifi’s new product, in order to also stream content from the audience’s perspective. The other two smart lenses will be given to Olympians who can provide content from their participation in the ceremony itself. This will represent what the experience of the event is like through their eyes as appose to audience members. The Olympians will be chosen in 2019, and will be well known athletes that consumers are already aware of, in order to relate to them.
Olympians
Fig. 97: Man with a Flag, 2014 ; Fig. 98: Technology Enthusiasts Model, 2016 ; Fig. 99: Poster Campaign Idea for Olympics, 2016
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Invitations to Bloggers and vloggers to attend the reveal
Fig. 100: Bloggers/Vloggers Moodboard, 2016
Along side the technology enthusiasts that will be attending the Olympic opening ceremony for promotional purposes, Opacifi would benefit from press coverage from 4 additional bloggers/vloggers – as shown in the table above- whose blogs cover different topics including photography, travelling and general lifestyle. This will sit hand in hand with the initial promotion of the smart lenses and also target Opacifi’s consumers based on both popularity of the blogs and the content the bloggers provide. The bloggers will produce user generated content to genuinely show consumers what the smart lenses and app are capable of. This will benefit Opacifi as a marketing strategy, as it will increase awareness of the product to a third party audience, whilst demonstrating the capability of them. It will also aid the blogger, who will be able to interact and share content with their following in a new and innovative way. Instead of them having to set up a recording device for all of their videos and carry digital devices on their travels, they will be able to capture content through their own eyes. This has the potential to make the videos more personal for the viewers as they will be able to relate more to the bloggers. Their use of the products may also influence their online audience to purchase them upon reease, in order to capture and share content using the wearable device similarly to them. The 4 vloggers will be approached via email similarly to the technology enthusiasts discussed earlier, to invite them to the smart lens and app reveal with the incentive of receiving an exclusive pair of smart lenses, which they will be able to collect upon arrival. The smart lenses will be given to the bloggers in the finalised packaging that will be released later that year to consumers, in order to provide them with the full brand experience. The content inside will consist of an activation code to pair the smart lenses with the app and a mini brand guide.
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Technology enthusiasts
reveal The reveal of the smart lenses and release of the app for mainstream consumer use, will be on the 24th July 2020. This will run parallel to the opening ceremony of the Tokyo Olympics. Prior to this date, arrangements will have been made regarding the smart lenses and the 4 people wearing them during the opening ceremony, as discussed earlier. The content provided by Jason Bradbury, Kerry Doyle and the 2 Olympians will be streamed back to England as part of the commercial demonstration of the smart lenses and app. As the content is streamed from Tokyo, it also emphasises Opacifi’s values of being able to share a moment with others no matter the location.
Olympians
There will be 4 separate digital screens that people can view whilst at the reveal, which will tie in with the amount of lenses given to the technology enthusiasts and Olympians. Meaning that each screen is representative of each of the 4 users perspectives. The app will also become live at the time of the reveal. The layout of the app will mirror the 4 screens and have 4 separate perspectives of the smart lens users, which can be accessed through four separate screen links, as seen in the app mock up to the left. This will enable consumers to choose which viewpoint they want to stream and also allow people who are not able to attend the reveal to get a preview of the product that Opacifi is providing for consumers and allow them to feel involved. The official release date for the smart lenses, which will be on the 27th November 2020 will be disclosed at the reveal by an Opacifi brand ambassador. This fourmonth timespan will ensure that the release date doesn’t coincide with the excitement of the Olympics. It will also provide consumers with the opportunity to build enthusiasm about using the product due to content which will be released by the chosen bloggers for extra promotion. The smart lenses will be available to preorder on the app and website which will become live on the day of the reveal. The official release date will also be strategically placed around the time in which consumers will be shopping for Christmas presents, meaning that this could be an initial incentive for people to purchase the smart lenses. Fig. 101: Technology Enthusiasts and Bloggers Infographic, 2016 ; Fig. 102: Mock Up Reveal Screen, 2016 ; Fig. 103: Mock Up Reveal Screen 2, 2016.
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Fig. 104: Smart Lens and App Reveal Mock Up, 2016 ; Fig. 105 Smart Lens and App Reveal Mock Up 2
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Fig. 106: Zoella Youtube Screenshot with Opacifi promotional content inserted, 2016
Bloggers User generated content Following the reveal of Opacifi’s new product, there will be a continuation of promoted content on blogging platforms, which will be displayed on digital screens, as well as Opacifi’s app and website over the 4-month period, in which consumers can follow and share on Opacifi’s website, app and Instagram social media page. This will strengthen consumer engagement with Opacifi’s brand and build excitement around the smart lenses prior to release. Each week, one of the 4 sets of bloggers will release a new video or set of photographs using the smart lenses, meaning that each of them will produce 3 each. They will also create at least 1 behind the scenes video/set of photographs each, which will benefit both the potential consumers of Opacifi and the bloggers’ own following. This will provide insight into how the smart lenses work and how they can be used to record and capture content without the hassle of a digital device. The user generated content will build upon the value of storytelling following the reveal, which will work in harmony with the people chosen to exclusively use the smart lenses and app. As the stories will be streamed by people for their own blogs, they will be keen for the content to be worthwhile. Also, without any prompt about the content that they provide, the stories will be genuine. This will ideally inspire people to buy into the service, so they can also benefit from using the app and smart lenses.
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Official and post release
Fig. 107: Post Release Mock Up, 2016
On the 27th November, four months after the reveal, the smart lenses will be officially released for commercial use. Throughout the marketing campaigns, Opacifi will have demonstrated that the products can be used globally to re-build connections and allow for worldwide communication. As the app and website will have been released world-wide, which will have enabled anyone to pre-order the smart lenses in preparation for their arrival in November 2020. Having an online store and app to purchase the smart lenses will be the most effective way of reaching an international consumer base. In terms of the branding and packaging of the smart lenses, it will be the same as given to the bloggers, technology enthusiasts and Olympians prior to release. It will contain an activation code to pair the lenses with the app and a mini brand guide. Following on from the official release, the digital screens will continue as a promotional tool for Opacifi and gain an interactive element. There will be a new function available on both the app and interactive screens that will allow for synced smart lens and app users to contribute to the content on the screens by choosing to upload one of their own memories. As the content will be genuine moments uploaded by actual users of the product it will humanise the concept of smart lenses and celebrate personalised content as a form of advertising. The intention is for it to also encourage people to associate themselves with Opacifi after seeing the benefits from people who have bought into the brand themselves. The shared content on the digital screens will essentially be a way of consumers sharing their experience of the brand which will encourage others to follow in their footsteps and create their own memories using the smart lenses and app.
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Opacifi Fig. 108: Opacifi Logo, 2016
Conclusion To summarise, human interaction is gradually being put on hold, as consumers’ attention is diverted to their digital devices. Said devices are creating a barrier between the virtual and physical world, so in response to this, Opacifi was created. Their vision is to remove this interruption by creating alternatives that can aid the lives of consumers and create more fluidity between on and offline. This can be achieved through positive utilisation of new technologies as a communicative tool. The aim of the new brand Opacifi is for people to truly get lost in the moment and experience it, without letting the interruption of reaching for a digital device to share their moment online fragment reality. By using the smart lenses and app, people will be able to live in the moment and also share it more conveniently than ever before and through their own eyes. This will also mean that content produced is more personal and will also begin to break down the barriers between on and offline interaction. Fig. 108: Opacifi Logo, 2016
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