neu•tral•mo•tive / nü-trəl mōtiv / - (noun)
Definition of neutralmotive -
neutralmotive is an unbiased perspective. It’s the idea of maintaining neutral state of mind until all information is delivered & processed. It is then that a bias can be made or a design implemented. Neutral is not the same as being static or stagnant. It exists in a dynamic state, directly between two opposing forces. It is always in tension - it is intense.
neutralmotive is -
Jesse Madrid’s alter ego, and also best explains him. neutralmotive was created in the summer of 2003 after 19 years of development. He broadened his skills at the Southern California Institute of Architecture (SCI-Arc) where he began experimenting in alchemizing architecture & media technology. 9 years later (present time) he continues his pursuit in hybridizing both disciplines - everyday a little bit more refined, everyday a little bit closer.
neutralmotive believes -
design must be simple, honest, & pure. He believes in a tabula rasa design approach, where every project is a new investigation requiring new solutions. No project is the same. This doesn’t mean that one cannot use what was learned from a previous exploration or project; it just means that a cookie-cutter approach doesn’t exist in his vocabulary or design methodology.
neutralmotive loves -
contradictions, tension, neutrality, anomalies, ambiguity, explicitness, the definite, the vauge, and the divine, connections, facets, angles, minimalism, purity, black, white, grey, color, light, darkness, micro, macro, form, amorphous, flubber, blobs, structure, rigidness, the grid, free-form, free-fall, floating, flying, heights, polar extremes (opposites), being stuck in the middle, tight spaces, openness, intimacy, intricacy, complexity, points, lines, planes, solids, voids, similes, synonyms, antonyms, juxtapositions, and above all else…simplicity.
aboutNEUTRAL is one half of neutralmotive that focuses on all-things- media. It spawned from the idea that all media must be presented with an unbiased perspective, it must remain neutral. Doing so otherwise creates a bias and distorts/influences the perspective of the viewer. NEUTRAL strongly believes that it is up to each individual to interpret the information given in any media and form their own opinionated truth.
me•di•a /mē-dē-ə/ - adjectiveAppropriated definition of media -
1. A means of mass communication, such as newspapers, magazines, radio, t.v., or web.
2. Where truth & honesty lie.
Blue Of Noon (Short)
Video | 2009, Directed By: Juan Azulay
aboutMOTIVE is the second half of neutralmotive that focuses on design & visualization. It was born from a love of creativity, innovation, and design. The overarching philosophy is that design must be motive driven and have a cause. Better yet, have a cause that brings positive change. It’s simple – devise, invent, intend, sketch, & create.
de•sign /də’zīn/ - verbAppropriated definition of design -
1. To formulate a plan for;devise.
2. To conceive or fashion in the mind;invent.
3. To create or contrive for a particular purpose or effect;intend.
4. To plan out in graphic form, usually by drawing, pattern, orsketch.
5. Tocreate or execute in an artistic or highly skilled manner.