Ieva Valule

role

Designer

No items found.

Location

The Netherlands

Ieva Valule is a designer, tastemaker, and ‘digital pathology researcher’ working at the intersection of technology, wellness, and contemporary media. Her research looks at how self-optimization and productivity narratives shape how we see ourselves. With experience in advertising and digital storytelling, she gained insight into how networked media companies operate. This knowledge now fuels her critical and independent research. Her visual language is bold, satirical, and rooted in contemporary critique. She is committed to culturally relevant work that challenges and reframes dominant narratives.

Y’all got adHD

Exhibition

2025 Kazerne Design Award Nominees

Images

Ruud Balk

Video

Donna Peters

thanks

Cultuur Eindhoven

Provincie Noord-Brabant

Rotaryclub Eindhoven Soeterbeek

Y’all Got adHD explores the chaotic reality of InfoHuntress, a graphic designer self-diagnosed with ADHD. With the help of an ally named Freudly, she dives into a society obsessed with doom-scrolling and productivity. Together, they peel back the layers of a fever dream within the Cognitive Capitalism Company, an enterprise that turns life into a relentless game of maximisation and optimisation. The film invites viewers to see themselves in the caricatures formed by an algorithm that merges cultural symbols and psychological motifs. The narrative examines ADHD not as a personal pathology, but as a cultural marker, reflecting an era obsessed with efficiency.

I scroll and grind, therefore I self-diagnose

Who would not claim a disorder in an age of craze?