MELK - video gameplay (exhibition view)
Two video games as an interactive interface of project 'MELK':
1. Questions - What happens when a curious consumer begins asking questions to dairy industry?
2. Inspection - Can you examine 120 farms within limited time?
Hardware - mac Mini, xBox 360 controllers
Exhibition in Roodkapje, Rotterdam, MA Photography degree show of AKV|St.Joost
Grazing trend in north-west Europe
Reijs, JW, et al. Grazing dairy cows in North-West Europe: Economic farm performance and future developments with emphasis on the Dutch situation . LEI, 2013.
Mobile photo app, footballs, photographs, TV program (medium depends on project progression)
'MELK' attempts to engage the intensive dairy industry as a consumer, staring with the Netherlands. The project begins by focusing on a (Campina) milk carton, which is oftentimes the only surface between the consumer and actual liquid milk. This layer of graphical information provides a crucial portal: with their intended appearances, milk cartons seem to be the 'selfies' of the industry.
This picture: "Open day of 'Dairy Campus, 2016"
Open day of 'Dairy Campus' 2016, Expo of dairy research and industry.
Design of Campina carton (2016).
This selection of images highlights my engagements with its Weidemelk certificate, specifically whether there are scientific verifications for its very precise claim of “cows graze in the Dutch pasture at least 120 days per year, 6 hours per day.” The process resulted in several usership-based items, for example: footballs (kickable publication) was made after the two parties responsible for Weidemelk kicked my questions back and forth to each other; an app was proposed to empower the consumer to help verify the claim using mobile photography, after a mathematical evidence questioning the validity of Weidemelk’s original audition process.
Weidevoetbal (edition of 3)
"Weidevoetbal" was made after the two parties responsible for Weidemelk kicked my questions back and forth to each other. People are welcomed to kick it in pairs.
video stills of making and kicking a 'weidevoetbal'
The verification of Weidemelk's claim is a random sampling question.
Though farmers may claim that it is easy for them to meet Weidemelk's requirements, grazing activity is declining in the Netherlands as the industry expands. Scientifically-sound validation of such claim will one day be required.
An app was proposed to empower the consumer to help verify the claim using mobile photography
If the grazing schedules are accessible through online database, the mass public can participate in verifying Weidemelk's claim.
This is achieved by the possibilities of mobile photography; the consumers (audience) are active.
Mobile App demo
Meanwhile, the project managed to encourage a Dutch TV program “Keuringsdienst van Waarde (KVW)” to engage with the Weidemelk and MELK topic autonomously. This provides an opportunity to examine in parallel how differently would the industry respond to media, and how media approach the topic.
Keuringsdienst van Waarde - Melk
Keuringsdienst van Waarde : Melk (2017)
For preparation and background research: "Dairy Production and Management" from PennState University's College of Agricultural Sciences. (Of course, it is just another "certificate".)
Nutrifeed - Kalvolac Unlimited (FrieslandCampina)
Open day of Campina farms.
Open day of Campina farms.
Campina Milk Carton
Redesign of Campina milk carton.
collaborate design credit: Yi-Hsien Hung
Mobile photo app, video games, footballs, documents, TV program
"MELK" (2016-) attempts to engage the intensive Dutch dairy industry as a consumer. The project begins by focusing on a milk carton, the design of which is oftentimes the only interface between the consumer and actual liquid milk. This layer of graphical information provides a portal: with their intended appearances, milk cartons seem to be the 'selfies' of the industry.