INÉRCIA: DECISIONS IN MOTION
2023 • Project Video/Documentary | ESAD
Trailer
Movie
This was my final bachelor's degree work, while in Communication Design course at ESAD (Escola Superior de Artes e Design), being the "big" final project called KYRT (Keep Your Radar Turning).
Developed by a group of four members, the project had only two restrictions: the theme, which was quite open, and the development time.
What is the KYRT?
The KYRT (Keep Your Radar Turning) consists, in the case of my course (Communication Design) of a project that aims to test every student in their graphic design skills. It's a final test that sums up the three graduation years to verify the strength of each student.
The assignment consists of developing a piece of work around the theme proposed by the teachers at the beginning of the project, with no limits on the graphic materials used, such as books, videos, posters, websites, etc. At the end, the work must be presented and defended before an examining board composed of 9 teachers and the entire KYRT community.
"Duality" was the theme launched for this final work, where all groups would have to develop a work that was somehow related to this word. The project started in mid-April and ended in mid-June.
I developed this project with my three colleagues, Maria Gonçalves, Miguel Ferreira and Gaetano Puglisi, whom I am very grateful for the beautiful journey, from the decision of our idea to the moment of the final presentation in front of a full auditorium.
Our Work
The work, entitled Inércia: A Força da Automatização nas Decisões Humanas (Inertia: The Power of Automatization in Human Decisions) is composed of 3 different graphic materials, corresponding to 3 different chapters:
Chapter I – Behind The Picture (explained) & Chapter II – The Sketching Experience
A book, divided into two parts, each one corresponding to a different chapter, opposite each other in terms of reading style. It contains the theory and explanation of the workshop we conducted to verify this exact theory, called The Sketching Experiment, whose results are compiled in a second folder.
The white part represents the Theory and the black part represents The Sketching Experience workshop.
Chapter II – The Sketching Experience (Drawings Archive)
An extension of the second chapter, consisting of an archive of all the drawings produced by each workshop participant.
You can see these two parts of the work here.
Chapter III – Decisions In Motion
A video/movie, the one that you can see here on this page, that sums up our entire work and also documents the whole workshop that we did, called The sketching experience.
About the movie:
Title Inércia Chapter III – Decisions In Motion
Year 2023
Genre Project Video/Documentary
Runtime 17 min 32 sec
Aspect ratio 16:9 (1.78:1)
Synopsis
PT
O nosso trabalho está debruçado sobre a área da psicologia e sociologia. Tem como foco abordar a dualidade presente na mente humana através da análise de decisões diárias, categorizando-as em decisões conscientes deliberadas e automatizadas. Diariamente agimos através de uma relação entre o lado racional e emocional, variando consoante as ideologias de cada um, bem como a sua cultura, entre outras crenças. Pretendemos mostrar de que controlamos estas variações de estado consoante o contexto que nos rodeia, decidimos de forma automatizada em circunstâncias que conhecemos bem e fazem parte do nosso habitual, e que em situações que fogem à nossa rotina ou em eventos exclusivos, no qual exigem um processamento diferente da informação, tomamos decisões de forma deliberada. Temos o objetivo de evidenciar que nós tomamos decisões de forma automatizada muito mais frequentemente do que pensamos, como por exemplo na nossa rotina, que representa grande parte do nosso tempo, onde desempenhamos tarefas de forma “automática”, “sem pensar”. Com o nosso projeto pretendemos comunicar que perante situações semelhantes todos reagimos de forma distinta, consciencializando de que não há um ideal, não há o branco nem o preto, existe sim, um espectro, fazendo especial apelo a uma reflexão sobre as nossas decisões.
ENG
Our work focuses on the area of psychology and sociology. It focuses on addressing the duality present in the human mind through the analysis of daily decisions, categorizing them into deliberate and automated conscious decisions. Every day we act through a relationship between the rational and emotional sides, varying according to each person's ideologies, as well as their culture, among other beliefs.
We intend to show that we control these state variations depending on the context that surrounds us, we decide automatically in circumstances that we know well and are part of our routine, and that in situations that escape our routine or in exclusive events, in which we require a different processing of information, we make decisions deliberately.
We aim to show that we make decisions in an automated way much more often than we think, such as in our routine, which represents a large part of our time, where we perform tasks “automatically”, “without thinking”.
With our project we intend to communicate that in the face of similar situations we all react differently, becoming aware that there is no ideal, there is no white or black, there is a spectrum, making a special call for reflection on our decisions.
After the final presentation that completed the KYRT - 15/07/2023
