This project is a different view to one of the most known processes in the brain: reward and addiction. Inspired in real neuroscience and mechanisms, this piece will explore with colors and light the different emotions as we scroll endlessly.
The project was all about thinking outside the box. How can you represent such a complex process utilizing visual metaphors?
I decided to go for a bold and colorful design inspired in real scientific motifs as well as colors and iconography associated with reward.
I started brainstorming, and thinking about dopamine. My neuroscience Ph.D background definitely came in handy for this project!
Real brain firing patterns and scans were the inspiration.
For the reward aspect, I was inspired by retro video games, con slot machines and arcades.
I did some cell animation for the details.
Creative and Art Direction
Design and illustration
Animation
Sound Design
Anaissa Ruiz Tejada