BADASSES OF BEHAVIOURAL RESEARCH, BOX1824, RELEASE GEN Z DOCUMENTARY 'TRUEGEN'. 
"That's what bothers me the most: Definition limits you. " (Quote from the mini documentary on Generation Z in Brazil, 'TrueGen, A Geração Da Verdade')
In 2017, the behavioural research agency, Box1824, collaborated with global management consulting firm, McKinsey & Company, to conduct a survey to investigate the behaviours of Generation Z in Brazil; 'Gen Z' being those people born between 1995 and 2010.
As acknowledged in the survey's findings, all generations are shaped by the context in which they emerge and Generation Zers have, and are, emerging during a time mired in fake news and false fog horn-honking prophets. Gen Z are searching for truths that extend from and beyond themselves in a way their status-seeking (Generation X), personal experience driven (Millennials) predecessors didn't.
In 2018, Box1824 commissioned an artists' residency based on the findings of the TrueGen study. The residency resulted in the mini documentary, 'TrueGen: The Generation of Truth' ("TrueGen, A Geração Da Verdade"): a mesmerising peacock coloured spectrum of Brazilian Gen Z people, their places and multi-faceted faces, coordinated by Box's head of futures, Lydia Caldana and comprising of creative director/artist, Lgi Ayedun and a team of 8 multi-disciplinary Gen Z/Millennial people.
While Generation X were marrying into their varying forms of monogamy and monotony in their 20s, building extensions on their conspicuous properties, renting shit storers (storage lockers) and chaining themselves to a desk until retirement, Generation Z are unequivocally 'out here' redesigning expectations for the binary norms of society. The 'TrueGen' doc is an unapologetic raucous joy ride through the lives of the people featured. It's accurate, profoundly relevant and actually quite moving. Although the recently elected Brazilian president, Jair Bolsonaro, led a campaign of faux nostalgia for the past, the truth about the future is represented here, and that's what counts. (by @beckywilloughby)
WATCH THE DOC HERE: TrueGen, A Geração Da Verdade
Read Lydia Caldana's (Box1824, head of futures) introduction (in Portuguese) to the documentary, 'TrueGen: The Generation of Truth', below:
"TrueGen, A Geração Da Verdade" é um mini-doc da empresa Box1824 sobre a geração Z brasileira.
Durante o ano de 2017, a Box1824, empresa de pesquisa qualitativa e de tendências comportamentais, e a McKinsey conduziram um longo estudo com metodologias qualitativas e quantitativas sobre a geração Z brasileira a fim de mapear quais s os comportamentos que definem a nova geração de jovens no país. O resultado final do estudo foi a identificação de quatro macro comportamentos que são comuns às pessoas nascidas entre 1995 e 2010 no Brasil, e foi lançado em 30 de novembro de 2017.
No início de 2018, a Box1824 comissionou uma residência artística, coordenada por mim, @lydiacaldana, head do departamento de Futures da Box1824, Julia Duarte e Luisa Bettio, diretoras de planejamento na Box1824 e e Heloisa Queruz, gerente de projeto na Box1824, para transformar o estudo em uma expressão artística áudio-visual aberta ao público. A residência teve como diretora criativa a artista e jornalista Igi Ayedun, e uma equipe de 8 pessoas multidisciplinares - alguns destes pertencendo à geração Z, e outros late Millennials.
Duarte 3 semanas, na sede da Box1824 em São Paulo, os residentes e os coordenadores se reuniram para se imergir no estudo, montar roteiro, mapear lugares e pessoas para entrevistas, captar as imagens e editar o que se tornou o mini-doc, lançado em outubro de 2018. Passando por temas como autodidatismo, militância, autenticidade, identidade de gênero, ansiedade e relações com o trabalho, o mini-doc é uma visão da própria geração sobre ela mesma, com todos os seus pontos negativos e positivos.
As well as being co-founder and co-author of Ello Future, you can find Lydia Caldana around the web, here:
Instagram / follow the hashtag #newsgram on Instagram
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"Who am I?"
"What do you mean?"
"Labels? I hate."
"Nobody really knows what's going on and people are being de-constructed."
"I was getting really lonely and isolating myself and was getting into a reality that wasn't mine."
"The street is a huge school."
"I'm a product of my environment."
"People wanna leave their boxes, but there's a lack of resource, of money, of people who'll endorse it."
"It's not about talent, you know? It's not about ability. It's about opportunity."
"The internet is my university."
CREDITS:
Ficha técnica:
DIREÇÃO
Igi Ayedun
REALIZAÇÃO
Anna Mascarenhas / Beatriz Venancio / Gabriela Monteiro Giovanna Langone / Jonas Moraes / Luana Dornelas Rodrigo de Carvalho / Rodrigo Inada
Trilha:
Jonas Moraes
White Prata - Eat the rich
Casca Máquina - You can have it / Joanna / 117 / House Studies / Bitz / Breakz / Trapz / Organicz / Internetz / Trapz / Edmkkk
Estudo:
Paula Englert
Laura Kroeff
Anne Abdon
Gabriel Milanez
Luisa Bettio
Sereno Moreno
Mariana Moreira
Leoriane Setti
Victória Carvalho
Lydia Caldana
Rony Rodrigues
Marcella Franco
COORDENAÇÃO:
Heloísa Queruz / Julia Duarte / Luisa Bettio / Lydia Caldana
#film #documentary #truegen #brazil #generationz
cc: @ello @elloblog @ellodesign @ellocvlt
