Aidos

AIDOS, named after the Greek personification of shame, is a speculative piece created in response to a brief (Central Saint Martins, 2021) about the connection between Cancel Culture and social issues the world is currently facing. I collaborated with a small group of designers to interrogate Cancel Culture through a cautionary tale, which serves a commentary on the human tendency to find quick fixes to incredibly complex issues. 
The system and set of products in the video are marketed as a solution for addressing social issues. The story is one of Internet cancel culture that has been magnified and extrapolated into real life, and that provides an ostensibly neat & tidy solution to the “messiness” that being Canceled can cause. AIDOS does something frightening–it thwarts any possibility of learning and growth, and creates societal stagnancy and homogeneity. The advertisement below serves as a warning of a dystopian future that isn’t actually too far off from our current reality.