SJR TIME MACHINE
A machine that gives new meaning to the idea of "spending time."
SJR's Time Machine is an interactive experience that examines the relationship between time and the internet. It urges people to be more thoughtful about the content they consume, ultimately prompting us all to reflect and ask, "What is worth my time?"
This machine ties back to SJR’s unique approach to storytelling. Every aspect of our work is guided by the principle of valuing a person’s time; for clients, consumers, and our own employees. In an age of virtual substance overload, we make pieces and create stories that are worth the most valuable thing you own. This machine is our north star, constantly reminding us of who we are and who we will continue to be.
Creative Direction, Concept + Execution
Writers: Johnmichael Faustini, Jenny Begley
Design Asst: Jeremy Feliciano
Electrical Engineer: Mohammad Asgari
Photo/Video: Chris New & Paul Slupski
Producer: Lindsay Shaprio
Video Script: Sophie Mancini
Editor: Brian Agime
Retouching: Chris New & Laura Beckerdite
Each bag the time machine holds a specific digital experience from different social platforms. From Facebook, Instagram, Twitter, Linkedin, to Youtube, and Dating apps, each bag contains a unique piece of content. For example, in a bag labeled “Instagram,” you might find an engraved mirror tile that reads “Photo of a croissant at a cafe.” In a “Facebook” bag, a tile might say “Notification: Your great aunt tagged you in a photo from 3 years ago.”
The design thinking behind these shiny, mirrored pieces of content is two-fold: to represent how distracting material on the Internet can be, but also allowing the user to look directly at themselves––to reflect in a literal and figurative sense. Every considered detail of this machine culminates in an experience that sheds light on how freely we give away our most valuable asset: time.
The Time Machine’s message in the details. Every moment of interaction is intentional––designed to create a holistic, impactful experience for the user: requiring payment of time rather than money, making the user look down to watch the seconds go by – prompting the user's posture to physically mimic the hours we all spend with our head down, neck craned over a screen. However unlike an iPhone, there’s nothing to distract from seeing the seconds slip away.
• Facial Recognition software triggers lights to flash when user is not looking down
• Projected timer counts down seconds on the floor until merchandise vends
• Bags "priced out" ranging from 20-40 seconds of your time