Inês Fressynet is a senior behavioral analyst at Canvas8. Following a career in digital and broadcast journalism, she was drawn to cultural insights and strategy. She has carried out numerous qualitative and ethnographic research projects with a global perspective thanks to her fluency in three languages. In her spare time, she can be seen practicing headstands or reading French literature.


People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

Reality Split

Global

TV, film, and social media video

Apps and software

Graduates taking part in a study investigating deepfakes remembered watching fake films, and some actually preferred the modified versions. Many businesses and countries are reacting to deepfakes' ability to influence humans on different levels and trying to prevent catastrophic outcomes.