Novak is a speculative branding project envisioning a future where pharmaceutical interventions are used to combat overconsumption. 

To address this global challenge, Novak pioneers a groundbreaking bottom-up approach, targeting material desire directly within the human brain.

Utilising advanced techniques to analyse individuals’ emotional states through facial expressions and environmental cues, Novak tailors pill dosages to precisely fulfil cravings for contentment, internal validation, tranquillity, and pleasure.

In this innovative exploration, Novak delves into the intricate relationship between consumerism and authenticity. 

Through its pioneering creation of pills that satiate human longing, Novak questions our prevailing notions of choice within capitalist systems, sparking critical discourse on the future of consumption and societal values.