NEMO explores the ethical dilemmas behind the business decisions of the Orange Corporation, a research startup focusing on coral reef conversations around the world.


Considering how different ethical theories might affect one’s approach when facing a dilemma, the team decided to explore a scenario that involved different actors (organisation, employees, consumers) acting accordingly based on their ethical beliefs. The narrative was around a seemingly innocent organisation that develops advanced sensors for coral reefs but later taking an unexpected turn.

Set in the present day, Project NEMO was launched by the Orange Corporation on Cocos Island in Costa Rica as an effort to preserve coral reefs around the world. Project NEMO was named after the advanced marine robot that played a pivotal role in the conversation of coral reefs through sensing and extracting data relating to coral reefs.

Fast forward to the near future in 2035, private healthcare companies are acquiring scientific research organizations to expand their business ventures as the world is recovering from the 2030 BV-30 global pandemic. It is discovered that a substance found in coral reefs is essential for immunological treatment. With Orange Corporation’s recent capital inflow from an undisclosed investor, is there something sinister lurking behind the scene?

The team’s intention was to explore the questions: ‘why should this exist?’ and ‘what bad could come up from it?’. Utilitarianism, care ethics and deontology were used to conceptualize different unexpected futures that might emerge from a single scenario. The scenario shown in the video shows 3 ethical dilemmas.

  1. Orange’s Corporation’s duty to its investors vs. duty to their initial goal (preservation of coral reefs)
  2. Employee’s dilemma: her values vs. the company’s 
  3. Consumer: short vs. long term consequences