by MARTIN GRONEMANN, CENGIZ CEMALOGLU & LARA CASCIOLA, ReD Associates
Samantha – One of Us, and All of Us
On a rainy spring afternoon, Samantha was absentmindedly reading the news as a procrastination tool between her two zoom calls, and finding the headlines even bleaker than usual. Unemployment numbers around the world had just hit historic highs, the mortality rate of COVID was unclear, her LinkedIn was flooded with people who had just been laid off, and economists were sounding the alarm bell. Some heralded COVID as the moment to rethink everything, others evangelized the myriad benefits of remote work. Per usual, in the background, the climate continued its collapse. Samantha had no dinner parties, no weekend getaways, no weddings. Feeling destabilized and confused, she found herself questioning everything – her job, her relationships, her furniture, and even her purpose in life.
Samantha’s story was and still is familiar to many, and accessing embodied experiences like hers lay at the core of our decision at ReD...