How does that feel?

An investigation of anticipation at Rusty Squid If we want the public to experience primal emotions such as the tension of anticipation, we must experience it ourselves... We often start a new project with a key emotion: social discomfort, itchy curiosity, or nervous anticipation. It is this emotion that will guide our design processes as we work to sculpt the emotional space between people and our machines. But if we wish to trigger these primal reflexes in people we must first feel them ourselves so that we know what to aim for. A founding principle of our studio is to turn every impulse and thought to to a tangible, tactile and embodied experience as quickly as possible so that we can catch our assumptions, prejudices, biases and beliefs. This way we can keep the work grounded in the material world and get tested effective physical results. Today we are testing a nervous anticipation. Just another tough day at the Squid Studio. A Rusty Squid film Filmed By Adam Laity Edited by James Dalby Rusty Squid Ltd http://rustysquid.co.uk Like us on facebook http://facebook.com/RustySquidLtd Follow us on Twitter http://twitter.com/RustySquidLtd Find us on Instagram http://instagram.com/RustySquidLtd