The Heart in The Machine
Over seven years of stories that explore the emotional side of technology over just features and specs.
The heart in the machine is a collective name for the stories, movies, portraits and more made over the years for Electrolux internal use.
The main purpose is to explore the sentimental relationship between us, the things we love and the good household products that can make sure it stays that way.
Because you would scream if your washer trashed your Pink Floyd ”Division bell”-tour band shirt, that you love. Or if your oven somehow ruined your daughters birthday cake that you always remember to make. The list goes on.
The material made for Electrolux is used internally for motivation, alignment, understanding and idea generation and is sensitive for outside eyes. This means a lot of the material is edited in various ways. Everything is a directors cut.
Consumer portraits.
A series of portraits of Electrolux many target audiences and some of their daily situations and routines.
Short, close and with personal anecdotes. Though the anecdotes have been omitted and movies shortened you still get a ”feel” for the characters. (More movies will be added).
Much more videos coming soon!
This page is under heavy construction so there will be more portraits and proper stories in the weeks to follow.