Over seven years of stories for Electrolux that explore the emotional and sentimental impact of technology instead of features and specs.
The heart in the machine is a collective name for the stories, movies and portraits made over the years for Electrolux internal use.
The main purpose is to explore the sentimental relationship between us, the things we love and the good household products that can make sure it stays that way.
The material made for Electrolux is used internally for motivation, alignment, understanding and idea generation and is sensitive for outside eyes. This means a lot of the material is edited in various ways. Everything is a directors cut.
A series of portraits of Electrolux many target audiences and some of their daily situations and routines.
Short, close and with personal anecdotes. Though the anecdotes have been omitted and movies shortened you still get a ”feel” for the characters. (More movies will be added)
This page is under heavy construction and more portraits and stories will be added soon.