2018
Photoshop, Illustrator, inDesign
Photoshop, Illustrator, inDesign
Amygdala - Creative Writing & Design
Abstract:
In my made-up commercial, “Amygdala”, I choose to represent a fictional product reflecting the habits of contemporary beer advertisement. The product of choice gave me the chance to utilise the typical language of beer advertising in relation to the problem of flat-thinking of the modern age.
In the last few years, we have seen the rising of a new-found love and interest in home-brewed alcoholic beverages (such as beer), to the point that even the big companies have taken up the brand strategy and image of such productions to appeal their consumers.
This lead us to a mass-production and market-overflow of products, each of which with its own claims of originality and uniqueness, confusing the consumers more than appeasing them. As a positive reward, consumers now have the opportunity to show a (superficial) knowledge of such and such categories and processes of production of the product.
On the other hand, we are experiencing a bombardment of information through our typical usage of digital media. As a result of such, a flock of stereotyped-identity representation surfaced. The urge to label any single aspect of a person psychology and ideology into a social movement has lead people to confusion and has clouded their ability to be self-critical and take stand for their own, to the point that their (superficial) associations with this or that movements and waves of thoughts are in blatant internal contrast between each other.
The Amygdala is the part of the brain that is usually associated with the dirty business of fear, anxiety, and violent behaviour; on the other hand, it has been proven its activation through all kind of intense emotions - positive included. On a strange left out, it has been shown its participation to sexual arousal, too. This lead to yet another link to beer, which overdosing cognitive effects are well-known to the public, but is all the same advertised in positive terms.
