Concept

A bedroom-based video essay which deconstructs a techno-solutionist range of food products from the perspective of the problems they're allegedly fixing.

Focusing on problems, not just solutions.

The video essay combines a collection of existing material sourced from vintage archive resources, product advertisements, video reportage, and website screenshots, interlaced with a narrative produced in the form of home-made video footage.

Aesthetics inspiration

The style of the video is based on the kinds of home-made videos that populate YouTube, in which the protagonist comments upon a certain topic, or reviews a certain product, usually in a very informal environment and format.

reaction videos
product unboxing and review

In the past few years, a huge gap has been created within the culture of 'vlogs', between creators that have a huge production budget, a crew and professional tools, and those who simply film themselves with their webcam/phone in the context of their own bedroom. I am interested in the latter group, because it represents a more genuine approach to vlogs, one that is not necessarily influenced by sponsorships, that allows the creator to speak their mind, to demonstrate the true scenario of them experiencing the product/video/topic they are discussing in their vlog.

I have chosen this particular format because:

it fits in with the whole body of videos within this culture
it highlights the distance between the professional/sleek/artificial environments promoted in ads and the real experience of the product