In Cadence Exhibit, Scratch Explores Life at Millennial Speed

tiffany by Tiffany Knighten, Viacom

Cadence Speedreading from Scratch at Viacom.

This summer, Scratch, a creative SWAT team at Viacom, explored the speed of life for young people today through an experience called Cadence, developed in our headquarters at 1515 Broadway.

Open to teams across the company, as well as select partners and clients, the month-long installation – part research presentation, part museum exhibit, part art gallery – brought Viacom’s consumer insights to life in a new way. Cadence was designed to help visitors experience the unique approaches programmers, content creators, marketers and brands are taking to calibrate their moves in a culture that’s compressing time and space in more and more complicated ways.

“Knowing our audiences better than anyone has always been at the core of Viacom’s success,” said Anne Hubert, Senior Vice President at Scratch.”The Cadence installation is truly immersive, a chance to experience life at Millennial speed, and to apply that understanding to everything we do.”

Some highlights of the installation:

  • Potent stats and new data decorated nearly every inch of the space, including one hundred thousand words – the average amount of written information we each take in every day – printed on the floor of the space to convey the breathtaking scale of our daily data diet, a 350% increase from just two decades ago.
  • Video screens showing real-time visualizations of dizzying social media activity around the globe, contrasted with the pace of our planetary motion, begged questions about what really is fast and slow in our lives today.
  • Isolation chambers, separating visitors from the ever-present stimulation their mobile devices provide, demonstrated how tied our sense of time is to the volume of information we’re taking in.
  • Artisanal grilled-cheese makers faced-off against the two-minute toaster-oven variety, forcing participants to decide on what’s worth waiting for. A ship-in-a-bottle was built, painstakingly, over an entire month.
  • A cross-functional team presented Scratch’s research and insights on the subject each day, inviting participants to raise new questions and share examples of their own work from across Viacom.

The Cadence project makes us pause and ask, “How fast is time moving, and how are we all adapting?”

You can check out photos from the exhibit, below:

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