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“Reverse Snowball Effect” Describes The Zero-Emission Movement Through Metaphor

“Reverse Snowball Effect” Describes The Zero-Emission Movement Through Metaphor

Designer Matt Pyke of Universal Everything has been working with the Journey To Zero project to inspire expression of the zero-emissions movement through visual and auditory metaphor.

Kyle Studstill

Designer Matt Pyke of Universal Everything has been working with the Journey To Zero project to inspire expression of the zero-emissions movement through visual and auditory metaphor. His featured video is below, through which he encourages people to join the movement and be part of the zero-emission conversation.  The audio, video, and still images are all available for users willing to add their personal insight to the project and describe their journey from “wasteful inefficiency to efficient purity.”

This video is an audio-visual journey through time. A bold, simple metaphor for travel. From noise/inefficiency/waste, to silence/economy/purity.

We start with the impact of a beautiful but maximal soundtrack, which through time refines, purifies and simplifies. Accompanying the soundtrack is a bold, graphic animation, which is influenced by the music, through visual reactions.



Journey to Zero is a collaboration of leading architects, designers, and artists working to inspire the cultural shift that must accompany the technological achievements making the future of zero-emissions vehicles possible. PSFK was able to be part of this conversation with Nissan during our Good Ideas In Pure Living event, held this October in Tokyo.

Journey To Zero

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