The “Lifestyle Design Journal” appears to just be a diary with writing prompts. Boring. But I don’t want to talk about the product.
Also, The project was mysteriously canceled after reaching its funding goal. That’s weird, but I don’t want to talk about that either.
I want to talk about this video.
This is so generic it feels like it’s a perfect parody of all those tech startup promo videos we see on Kickstarter and elsewhere. Like all these videos, it’s a festival of stock-footage that serves as a self-congratulatory ode to how awesome upper-middle-class white men are.
Let’s look at the important elements that are required for any start up company’s video :
☑ Creator/Founder sitting in front of wood panels, gesturing with his hands and asking rhetorical questions
☑️ White dude writing inspirational nonsense on a piece of glass.
☑️ A specific example shaming people who don’t use the product.
☑️ White dudes being “creative”
☑️ Montage of stock footage illustrating “success”
☑️ Only show non-whites doing weird “cultural” things.
☑️ Look! We designed our product on a computer!
☑️ Tropical Sunset
The only thing they forgot to include was a shot of a couple of bearded dudes in a workshop wearing old-fashioned overalls, indicating that their product is made with old-world craftsmanship.