Pickersgill started the project after making a few observations about a family sitting next to him in a café. “Family sitting next to me at Illium café in Troy, NY is so disconnected from one another. Not much talking. Father and two daughters have their own phones out. Mom doesn’t have one or chooses to leave it put away. She stares out the window, sad and alone in the company of her closest family. Dad looks up every so often to announce some obscure piece of info he found online. Twice he goes on about a large fish that was caught. No one replies. I am saddened by the use of technology for interaction in exchange for not interacting. This has never happened before and I doubt we have scratched the surface of the social impact of this new experience. Mom has her phone out now.

“The image of that family, the mother’s face, the teenage girls’ and their father’s posture and focus on the palm of their own hands has been burned in my mind,” he wrote on his website. “It was one of those moments where you see something so amazingly common that it startles you into consciousness of what’s actually happening and it is impossible to forget. I see this family at the grocery store, in classrooms, on the side of the highway and in my own bed as I fall asleep next to my wife. We rest back to back on our sides coddling our small, cold, illuminated devices every night.