BRIEF
How can new perceptions of time change human well-being? That is the question that resulted from my extensive research, and my task was to answer this visually. Living in a fast-moving society the continuous quest to be efficient, the insatiable thirst for the new and, especially, the autonomous repetition we find ourselves in lead us to a vicious circle where the exhausting pace of life results in complaints about a lack of time. Additionally, physical, emotional, and behavioural health problems increase due to anxiety and stress raised by the idea of accomplishing more in even less time.
INSIGHT
Is “clock time“ still contemporary for a century dominated by increasing flexibility, opportunities, and freedom of choice? A search for alternatives led to the biological clock which affects our overall state of health enormously. However, we tend to override it although we know it has bad impacts on ourselves.
IDEA
Exploring the pressures and impacts that time, specifically clock time, carries, I created a brand called “Plustime” which proposes a solution by encouraging and enabling individuals to monitor their biological rhythms and needs. It measures one’s biological rhythm through an injected microchip which determines various types of internal processes. Those are translated on any type of digital devices. By doing so it can tell users when it is the best and most effective time to accomplish certain things like physical activity, creative thinking, sleeping, waking up, eating, and others. The overall aim is to help people have a more balanced, happier, and healthier life. Through a greater understanding of the importance of the inner clock, time will be better utilised by the individual and less time will be “wasted“. As for now the video, the visual expression of the brand, is without sound due to checking the rights regarding the music (Nina Simone – Feeling Good) used in it.