2011 Dodge Charger "Future of Driving" Commercial: A Cautionary Tale

By Michael DiTullo - April 30, 2011

As designers, we often engage in many of what we call "future of..." programs, for both clients as well as for ourselves. These projects often remove some of the constraints that exist in our current product developments cycle to focus on larger macro trends in human behavior and technology to try to look forward into the future. Cynically this is sometimes called crystal ball gazing, but it often it can reveal insights that can help us to course correct more production oriented programs. Hollywood has picked up on how amazing these kinds of future explorations can be in many movies over the past 50 years, such as the way HMI is portrayed in Minority Report (UI which is already looking old) and Iron Man (CAD interface).

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