We always work with young photographers since they're on the inside of culture looking out [rather than outside, looking in]. It's just the PSEUDO way of working. We ask — politely, but firmly — that you do not use these photographs featured here for your own work or presentations, although you're always welcome to get in touch for images or introductions. Our love and respect goes out to all of the young photographers we work with for the sheer force with which they bring the insights to life.
RUSSIA'S INCREDIBLE YOUTH
In the build up to the World Cup, PSEUDO spent time interviewing in Moscow and St Petersburg. Hanging off roofs with rooftoppers, in korobkas, tiny kitchens and more, we immersed ourselves in the lives of those we spoke to and nearly fell off a roof [nearly...]. Gaining a profound understanding and awareness of a generation often misunderstood by the wider world, this was seminal PSEUDO work. The work inspired a major brand campaign launched in Russia during the competition.
CLIENTS AND CONSUMERS
We don't do one-way mirrors and we don't hire out soulless rooms to clients. Instead, we tell our clients to put their phones away and meet the consumers in a space that feels like their own. Shown above is our event in Munich for a client who flew in from San Fran for a couple of days. After a day of in-home interviews we then designed, built and hosted a two hour event with over 50 respondents for the client to meet face-to-face and interview informally. Exhausting, amusing and thoroughly insightful, events are also part of the service we offer.
THE EMOTION OF SPORT
Over the summer of 2017, Ruby and her American team travelled across seven states of the US in just under two months, interviewing over 70+ young athletes and artists around the state of play and the crux of culture. From travelling around Miami on a moped to Texas in a truck, we ventured into areas often off-limits to researchers, from the South Side of Chicago to the 'hoods of Houston. In terms of our US network, our family is just as strong. Out there Ruby is called 'Art Mom', so we fondly call this the Art Mom Tour '17...
SEX, DRUGS & MONEY
Interviewing across Berlin, Seoul, Sao Paolo, Detroit, the Bay Area and New York, this world tour looked to find out what is truly provocative with today's youth. In a world where everything is seen, heard and published, being provocative has become an art form. Seeking out global sub-cultures, we spoke about sex, drugs, money and more, delving deeper into society’s burden on gender and sexuality. With spine-tingling moments in every interview, it’s true what the market mentions: the binaries are dissolving and rapidly so, finding out what that means for brands was our mission.
AGE IS JUST A NUMBER
Interviewing Baby Boomers across the length and breadth of the UK, PSEUDO sought to smash the myths around the 50+ market, hearing stories about drug smuggling, coke comedowns and what retirement sex is actually like [loads more fun, apparently]. Interviewing white witches, belly-dancers, sound healers, potential spies and riding around on the back of a 70-year-old man's motorbike, this age group is anything but boring — the industry needs to catch up.
AMERICA AND ITS ATHLETES
Again interviewing across various states of America, this work was carried out at the same time as Sex, Drugs and Money project [we know a thing or two about tight deadlines and getting shit done, huh?]. From amazing female ballers in Dumbo to busy moms in Baltimore and deer-hunters in the woods, we spoke to a range of athletes between the ages of 15-50 to truly understand the role of sport for the client's segmentation we had written; further imbuing the strategy with reality and what it means for the brand.
SAVING YOUNG LIVES IN DETROIT
Working with celebrated young Director Mollie Mills when she was only 21 years old, Ruby financed and produced this short documentary on the effects of the machismo motor industry and its rusty decline on trans* and queer POC in Detroit. Working alongside the Ruth Ellis Centre – a local enterprise set up to help the community – the documentary was shot in underground areas normally off-limits to anyone outside the social circles and took two weeks to shoot over summer. Exclusively launched by Dazed and Confused, you can see the doc by visiting here: http://bit.do/pseudodetroitdoc