Behind the Scenes of the Artefact INWARDS
Title of the Artefact: INWARDS
Creator of the Artefact: N O R M A L S
Short Description of the Artefact: INWARDS is a series of five short animation videos set in a future where Europeans, disillusioned with the myth of perpetual economic growth and technological fixes, turn inwards to regain agency. The series follows a group of friends, each curating their own life path while maintaining a shared vision. It showcases the emerging cultures of emotional excellence and material minimalism, along with the artefacts and services that support this societal shift.
Time for Development: Exactly three months from research handover to final pieces.
Medium: Digitally animated scenes compiled into five audiovisual pieces in vertical format, suitable for digital spaces or staged exhibitions.
Keywords: End of Growth, Mental Health, Social Wellness
The Inspiration Behind the Artefact
Initial Spark: The EU Commission's briefing inspired the exploration of mental health and social wellness in the built environment. We formulated hypothetical design directions to visualize the future outlined by the foresight work provided.
Conceptual Evolution: The final artefact's creation began only after reaching a solid agreement with our work partners. We let the initial idea evolve in the concept phase, integrating feedback and ideas from all involved. The narrative was constantly reframed to maintain familiarity for the audience while introducing future technical artefacts and systems. A key decision was to base the fiction on multiple personas converging in a final collective story.
Symbolism and Meaning: We aim for open-ended interpretation by the audience, with a semiotic layer in the artefact design. This includes:
Post-consumerism and scarcity through recycled plastics and hyper-durable goods.
Gamer culture influences in haptic-heavy interfaces.
Mainstream raver culture in neurochemical wearables, suggesting acceptance of therapeutic drug use and deeper understanding of the human psyche.
Influences: The artefact design was informed by cultural signals and aesthetics from trends like cybernetics, hyper-minimalism, alternative medicines, progressive workplaces, and contemporary hacker culture. The video animations are influenced by Belgian 'ligne claire' and Ukiyo-e Japanese woodblock printing.
Designing the Artefact: Challenges and Breakthroughs
Design Process: The process was deeply iterative, starting with designing artefacts and writing narrative probes to explore concepts. This helped funnel attention to the most discursive potential ideas. As clarity emerged, designs were refined towards the final outcome.
Technical and Creative Challenges: Balancing time constraints with the need for consensus was a significant challenge. We accepted that consensus was necessary and managed additional time for it.
Breakthrough Moments: The design phase involved exploring multiple options and refining the message's efficiency, rather than a single 'eureka' moment.
Evolution of Design: Originally envisioned as simple collages of looped animation, the project evolved to animate entire scenes to convey the characters' psychological journeys.
Realising the Vision: The Making of the Artefact
Medium and Techniques: We used speculative design and foresight methods like horizon scanning, worldbuilding, and narrative probes. The animation involved sketching, storyboarding, 3D modeling, parametric modeling, sound design, and post-production.
Challenges in Realisation: Time was the main challenge. As consensus took longer, production time was reduced. We initially delivered audio pieces with looped animation on time, then continued producing pieces in line with the new scope.
Personal Connection: This project was a reflection and learning opportunity, allowing us to focus on a more linear narrative while retaining multiple entry points for the audience.
Audience Engagement: We aim for INWARDS to be a platform for policy-makers and the public to gain new perspectives on emerging issues. We expect divided opinions, hoping the fiction will be seen as both desirable and debatable.
