Woke Washing
Anti-Campaign with a Twist
2021
— Woke washing is when a corporation, institution, or individual says or does something that signals their advocacy for a marginalized cause but also continues to cause harm to vulnerable communities.
SERVICES
Concept design, Art direction, Visual design, Exhibition campaign, VR Display
Project Overview
The project demanded the realistic social delima with high standards of design and technical precision to meet the studio's rigorous requirements.
To create a campaign (for a product, service, experience, concept, etc.) that at first sight works in favor of haters, however, is actually against them, using intelligent and subtle twist(s).
Woke washing is when a corporation, institution or individual says or does something that signals their advocacy for a marginalized cause but also continues to cause harm to vulnerable communities.
Approach
After diving into extensive research, I chose a topic that has seamlessly integrated into our lives and deeply influenced our behavior. The goal was to push the boundaries of design while creating awareness around the concept of woke-washing. The campaign took shape as an anti-campaign with a twist—‘Wash it on 90 degrees.’
I created detailed concept art and photomanipulation techniques to create visuals for the campaign, refining designs through iterative feedback with my professor. Then, I integrated these visuals into the exhibition posters. By taking a brief expertise week of virtual reality, I was able to create an eye-opening conceptual VR exhibition translating the narrative.
Ideation
OVERSHARING ON SOCIAL MEDIA Sharing too much personal information on social platforms
Campaign idea: LIFE ON DISPLAY All eyes on you!
The concept highlights the exploitation of personal data on social media, where private lives are willingly shared in the illusion of being expressive and deserving to be seen but are ultimately used for profit, control, and data collection. Through a bold public exhibition, it illustrates the invasion of privacy, showing how strangers can access intimate details of one's life. The idea challenges viewers to reflect on the consequences of over-sharing and raises awareness of the potential risks, including stalking and misuse of information.
Public Display – The Cost of Oversharing Social media makes privacy an illusion, turning personal lives into public content. This concept is visualized through an exhibition where private moments are exposed for all to see—mirroring the reality of online oversharing. The message is simple: what you share can be used against you.
Final Design
A month of hard work and collaboration led to a bold and memorable visual design. The campaign met the standards of masters' studio expectations, set a unique standard awareness campaign with a twist. Working on this project with an amazing professor with extensive professional experience was an amazing experience. Integrating the twist for the haters and believers of the topic was challenging however the final result was appreciated by the studio.
