LA-based creative and artist Edi Inderbitzin has officially launched the “Every Waking Hour” Project. Created a little over a year ago, Inderbitzin’s photography campaign brings awareness to depression among young Americans caused by social media. With a world now in isolation due to the Covid-19 pandemic sweeping across the globe and people battling the effects that time in solitary can have on the human psyche, “Every Waking Hour” shines a light on mental health when the world needs it most. The project calls attention to the fight against depression by encouraging people to appreciate the ordinary, normal beauty of the now versus the curated and often filtered perfection people curate and are generally overexposed to every day on social mediums like Instagram and Facebook.
Unveiling the project and exhibiting the works virtually, “Every Waking Hour” showcases 5091 photos that display Inderbitzin’s life as a creative director in LA, and his travels to Mexico, Berlin, Hamburg, and Switzerland.
Aptly dubbed “Every Waking Hour,” over the course of 365 days throughout 2019 and 2020, Inderbitzin carried a camera with him everywhere and meticulously set a timer for each hour he was awake. The gentle reminder from his smartphone’s alarm set for each hour of the day, prompted him to snap a photo in the real and often imperfect moment he was in at that very second. By taking a photo literally every waking hour for a year, his intention was to spotlight the ordinary, unedited life and show that there is beauty in every waking moment if one is willing to take a closer look. Inderbitzin utilized a Canon 5D Mark IV camera for 99.9% of the photographs. The minuscule percentage of photos shot on his Apple iPhone were only when impossible conditions warranted such usage.
Between 2009 and 2017, a study by the American Psychological Association found that rates of depression among kids ages 14 to 17 increased by more than 60% and in 2017, more than one in eight Americans ages 12 to 25 experienced a major depressive episode.
One seemingly obvious factor contributing to this disturbing increase is the prevalence of social media in everyday lives. It’s no secret that social media has a tendency to gloss over real life and make others’ lives look unattainably perfect. With kids spending anywhere from six to nine hours a day on different platforms, surrounding themselves with unachievable examples, it’s no wonder they’re feeling dissatisfied and depressed.
Inderbitzin raises the question, “So what can we do to remind all of us that real life is just as beautiful as this fake, curated “perfection?”
“The intention of this project is to show that greatness can be found in those moments that aren’t perfectly curated,” he says. “The imperfect, raw and real moments lived in between the “Instagrammable moments” are beautiful and just as meaningful.”
Inderbitzin’s virtual photography exhibit is accessible at www.every-waking-hour.com. When quarantine restrictions are lifted and it’s deemed safe by government officials to host events again, Inderbitzen hopes to debut the artwork via an official gallery opening. https://vimeo.com/405585082
About Edi Inderbitzin:
Half Swiss and half Mexican, LA-based Edi Inderbitzin was born in Mexico City. He spent his youth living in Mexico, Switzerland, Iran, and Portugal before moving to Hamburg, Germany, where he studied graphic design, advertising, and photography. He started his career in Hamburg where he worked at Grabarz&Partner Hamburg on accounts like Volkswagen, Stern and IGFM. After winning several awards, including Cannes Lions, Clios, NY Festivals, ADC NY and ADC Germany, he took a creative sabbatical at the Miami Ad school Europe where he had the opportunities to work at Saatchi&Saatchi Stockholm, DDB Stockholm, CP+B Boulder and Y&R NYC. During that time he won Young Gun Student of the Year for the work on Kinder Surprise, a D&AD inBook for Deutsche Bank, and a Global Best Digital Award for McDonald’s Burger Roulette.
He then was recruited by Doner Detroit to help create work for brands like Chrysler, Dodge, Jeep, Fiat and KBB. There in his first year, he created the award winning work for KBB.com helping the brand introduce a whole new website and grow the click-thru rate.
Following Detroit, he went to Boulder, Colorado, to work at CP+B and help relaunch the iconic American brand, Fruit of the Loom. He and his partner were lead creatives on the brand helping to produce work that was recognized by the NY Times, Creativity Online Editor’s Pick, TIME, and more. He also worked on brands like Domino’s, Microsoft and Jell-O.
Two years later he decided to pack up his bags once again, but this time to take an around the world backpacking trip to work on his photography skills and re-energize. This trip led Inderbitzin back to Germany where he worked for 2 years as a freelance Creative Director for agencies like Heimat, Jung von Matt, DCMN, DOKYO, and Plantage on brands like Heineken, Coca-Cola, Netflix, Mini, Hyundai, Volkswagen and many more before moving to LA and joining RPA where he’s been an instrumental creative behind brands like Farmers Insurance, Honda, and Apartments.com.
Edi is passionate about environmental initiatives and is also Co-Founder and Creative Director for Viva con Agua California, a non-profit organization dedicated to ensure that all people worldwide have access to clean drinking water.