Crises always affect people’s worries and needs, making them more susceptible to comforting claims, conspiracy theories and hoax products. Scientology´s E-Meter, energized water, placebo pills and DVDs with 60 minutes of a healing gaze are just a few examples showing how creative some “inventors” become to earn the extra dollar. As with many products that are promising the supernatural. An easy pseudoscientific alternative is offered in parallel to a scientific – but maybe uncomfortable – consens. These machinations boom during a crisis.
Based on these observations, such a fictional company in the field of pseudoscience was created, who developed its very own fake health tool. A light-brush which cleanses the body from harmful wavelengths of visible and invisible lights. Together with its convincing product-design, the medium of the infomercial makes this project uncanningly credible.