GLOBAL STREET CULTURE
For one of our largest “World Tours” to date, PSEUDO spent three months across three continents interviewing some of the most influential and inspiring minds of the global streetwear scene. From LA, to New York, to London, Paris, Shanghai and Tokyo, our 26-strong team spent over 500 hours interviewing, to help build a new streetwear segmentation for one of the world’s largest brands. Interviewing in their homes, hangouts, offices and stores it was the usual approach of “their terms, their turf”. With one interview with a rapper taking over seven hours, the work was exhausting and exhaustive. With the consumer segmentation work now being rolled out globally, it all makes it rather worth it.
TOKYO, SHANGHAI, SEOUL
Over the last 12 months, PSEUDO has been working extensively with a major global brand to hone their cultural awareness and grow market share in Tokyo, Shanghai and Seoul. Combining in-field research, immersions, interactive presentations and comprehensive reports, PSEUDO and our teams in each city have brought the client ever closer to their consumer. The research involved working intergenerationally, from understanding the academic pressures on primary school kids and the fight for creativity on post-education kids, through to the difficult work/life balance of older generations.
FEMALE PLAYER 1
We embarked on a global project to better understand the gaming spaces that female players interact with, and the male "trolls" who make their time in-game difficult to enjoy. This took us across America, Europe, and Asia interviewing both male and female gamers of all ages. For our client, we were able to inform them on why the [discriminatory] gender dynamics of alternate reality are increasingly mimicking those in the real world, and what can be done to improve the experience of the female gamer.
LIFE, LOVE & THE LIBRARY
The perceived romantic life of the typical University student is the often-stereotyped portrayal of US campus movies and awkward sitcoms. Working with a leading dating site, we sought to unpick how much of that was all true, and the role that they could play in a situation where people were less likely to need the facilitation of a connection. Immersing ourselves in life on campus from Exeter to Glasgow, Bristol to Cambridge, the work provided a comprehensive audit of nationwide University culture. It also underlined the nuanced approach required for each individual community.
The wireless cell phone industry in America has become synonymous with status in a way that has gone under the radar. We interviewed 130+ people across the US to find out why this has become so pervasive, yet unspoken. For our client – a service provider – we highlighted what they can do to be more equitable, while remaining competitive in a market which charges double the rest of the western world. This found us interviewing drug dealers with "burner phones" in LA and parents stretched too thin to afford the big-name brands. For a seemingly docile topic, tensions ran high; people were confronted with their own prejudices towards the importance of having the right phone and the right kind of provider.
SEX IN TOKYO
Take an American ad agency, a Japanese conglomerate, the elusive, intoxicating aura of Japan’s sex industry – throw in bars, late nights, brash and brutal interviews, etiquette and ramen and you’ve got an idea of one of our most unique immersions. Providing the inspiration for the rebrand of Japan’s largest adult content platform, the trip was designed to show off the underbelly of Tokyo, and the lives of those intertwined within it. The challenge was navigating the delicacy around these conversations while keeping them honest and open, all providing the necessary insight for our client. [*Understandably, the photography from this work is private and confidential].
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.
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.
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