Brands are constantly telling us about their design consciousness. By “design consciousness” I mean our awareness that we – technologically savvy, culturally engaged, sometimes neurotic human beings – are creating the world of day to day experience in our own likeness, whatever that happens to be in the moment. Even though it doesn’t always feel as if we’re in charge of the situation, we are. All the stuff you see around you where you’re sitting right now, the cool stuff and the crap, was created and put where it is now by someone, on purpose, by design. That’s design consciousness.
Microsoft just launched a campaign to tell us that we’re all creatives creating the world, using the powerful technology that they provide us. It’s a beautiful minute of glossy video urgently narrated to an empty concert hall by Common the rapper, the prolific all-round artist and good guy.
“…Its not about what technology can do, it’s about what you can do with it. You’re the voice, and it’s the microphone. When you’re the artist, its the paintbrush…We have mixed reality that changes how we see the world and AI empowering us to change the world we see. You have more power at your fingertips than entire generations that came before you. So here’s the question. WHAT WILL YOU DO WITH IT?”