Naresh Subramaniyan
Brain Leaks
Brain Leaks
Brain Leaks
Design Fiction project questioning the normalisation of Social Media Addiction
Design Fiction project questioning the normalisation of Social Media Addiction
Design Fiction project questioning the normalisation of Social Media Addiction
Overview
Overview
Overview
Client:
MA Independent Research Project (RCA)
My Role:
Information Experience Design
Period:
Oct 24 - Jun 25
Deliverables:
Speculative Design, Visual Design
Description
"Brain Rot" was the word of the year 2024. Spending hours together on social media is an addiction and leads to depression and low self-esteem. Unfortunately inspite of this being an open secret, it has become the norm to "Brain rot". This design creates a fictional world where the inhabitants leak their brains away when online. Predominantly targeting the Gen Z and Gen Alpha, Brain Leaks aims to question the normalisation of "Brain rot".
"Brain Rot" was the word of the year 2024. Spending hours together on social media is an addiction and leads to depression and low self-esteem. Unfortunately inspite of this being an open secret, it has become the norm to "Brain rot". This design creates a fictional world where the inhabitants leak their brains away when online. Predominantly targeting the Gen Z and Gen Alpha, Brain Leaks aims to question the normalisation of "Brain rot".
"Brain Rot" was the word of the year 2024. Spending hours together on social media is an addiction and leads to depression and low self-esteem. Unfortunately inspite of this being an open secret, it has become the norm to "Brain rot". This design creates a fictional world where the inhabitants leak their brains away when online. Predominantly targeting the Gen Z and Gen Alpha, Brain Leaks aims to question the normalisation of "Brain rot".
Discover
Discover
Discover
Research Background
In spite of the manner in which the concept of Brain Rot has been treated in the zeitgeist there have been many efforts to reduce or regulate social media consumption. Many countries like Australia have also banned Social media for people under the age of 16. This shows that this is a prevalent and a very serious problem.
In spite of the manner in which the concept of Brain Rot has been treated in the zeitgeist there have been many efforts to reduce or regulate social media consumption. Many countries like Australia have also banned Social media for people under the age of 16. This shows that this is a prevalent and a very serious problem.
Stats
90%
Of teens view spending too much time on Social Media as a Problem
Of teens view spending too much time on Social Media as a Problem
~ Pew Research Center, 2023
33%
Decrease in the Average human attention span. From 12 sec to 8 sec
Decrease in the Average human attention span. From 12 sec to 8 sec
~ Statistic Brain , 2024
38
Number of full days spent on Social media platforms by an average person per year
Number of full days spent on Social media platforms by an average person per year
~ Data Reportal, 2024
Research Conclusions
Given that 90% of people view spending too much time on social media platforms as a problem, people are aware of the seriousness of the social media addiction that exists in society. Research has shown how mainstream the concept of "Brain rot" has become in 2024.
Given that 90% of people view spending too much time on social media platforms as a problem, people are aware of the seriousness of the social media addiction that exists in society. Research has shown how mainstream the concept of "Brain rot" has become in 2024.
Given that 90% of people view spending too much time on social media platforms as a problem, people are aware of the seriousness of the social media addiction that exists in society. Research has shown how mainstream the concept of "Brain rot" has become in 2024.
Define
Define
Define
The Solution
"The purpose of Speculative Design and Design fiction is to unsettle the givens of everyday life" ( Dunne and Raby, Speculative Everything). Brain Leaks creates a fictional world where the inhabitants leak their brains away when online. And there are companies cynically exploiting this for profit.
"The purpose of Speculative Design and Design fiction is to unsettle the givens of everyday life" ( Dunne and Raby, Speculative Everything). Brain Leaks creates a fictional world where the inhabitants leak their brains away when online. And there are companies cynically exploiting this for profit.
"The purpose of Speculative Design and Design fiction is to unsettle the givens of everyday life" ( Dunne and Raby, Speculative Everything). Brain Leaks creates a fictional world where the inhabitants leak their brains away when online. And there are companies cynically exploiting this for profit.
Concepts
Digigoop
The mysterious liquid that leaks from the ears represents a person's brain leaking away. It is a metaphor for "Brain Rot". The aim is to literally give people's Social Media addiction a tangible and measurable form. This liquid is at the center of the Brain Leaks universe.
The mysterious liquid that leaks from the ears represents a person's brain leaking away. It is a metaphor for "Brain Rot". The aim is to literally give people's Social Media addiction a tangible and measurable form. This liquid is at the center of the Brain Leaks universe.
Kanavolt
A leading energy production company that focuses on clean energy. Kanavolt collects and harvests Digigoop to produce Kanavium (an alternate energy source). The company is a metaphor for the exploitative nature of modern day social media. Kanavolt is ruthless and looks only for profit and doesn't care for human health.
A leading energy production company that focuses on clean energy. Kanavolt collects and harvests Digigoop to produce Kanavium (an alternate energy source). The company is a metaphor for the exploitative nature of modern day social media. Kanavolt is ruthless and looks only for profit and doesn't care for human health.
Narrative
For the narrative I had experimented with co-creation in the format of reels. As the topic dealt heavily with reels. I envisioned the most appropriate method for data consumption and awareness in the world of Brain leaks would be through short form content. This is an edited version of the reels which acts as a marketing advert for Kanavolt.
This Video simulates a patient zero situation in the world of Digigoop and emulates how the real world will react in a situation where people leak their brain away from their ears.
For the narrative I had experimented with co-creation in the format of reels. As the topic dealt heavily with reels. I envisioned the most appropriate method for data consumption and awareness in the world of Brain leaks would be through short form content. This is an edited version of the reels which acts as a marketing advert for Kanavolt.
This Video simulates a patient zero situation in the world of Digigoop and emulates how the real world will react in a situation where people leak their brain away from their ears.
For the narrative I had experimented with co-creation in the format of reels. As the topic dealt heavily with reels. I envisioned the most appropriate method for data consumption and awareness in the world of Brain leaks would be through short form content. This is an edited version of the reels which acts as a marketing advert for Kanavolt.
This Video simulates a patient zero situation in the world of Digigoop and emulates how the real world will react in a situation where people leak their brain away from their ears.
For the narrative I had experimented with co-creation in the format of reels. As the topic dealt heavily with reels. I envisioned the most appropriate method for data consumption and awareness in the world of Brain leaks would be through short form content. This is an edited version of the reels which acts as a marketing advert for Kanavolt.
This Video simulates a patient zero situation in the world of Digigoop and emulates how the real world will react in a situation where people leak their brain away from their ears.
Final Design
Final Design
Final Design
IED Exhibition
A performance that is presented as a sales pitch that asks audiences to scan their phone and know their value
A performance that is presented as a sales pitch that asks audiences to scan their phone and know their value
A performance that is presented as a sales pitch that asks audiences to scan their phone and know their value
The above are images taken from the exhibition
Interactive Prototype
An interactive and fictional simulation that scan's a persons phone and determines their value
An interactive and fictional simulation that scan's a persons phone and determines their value
An interactive and fictional simulation that scan's a persons phone and determines their value
This fictional prototype worked in tandem with the aforementioned performative act
Goop Collection Kits
Goop Collection Kits are used for collecting Digigoop and depositing them in exchange for money. Showing how commoditised the brains of the people are
Goop Collection Kits are used for collecting Digigoop and depositing them in exchange for money. Showing how commoditised the brains of the people are
This is a packaging and a branding based outcome that represents Kanavolt and it's products
