Group project (2022).
Insights and Concept
This generation of hustlers does not have the luxury of taking a break to read their daily news. People know what is going on in their environment, but do they care? Or it’s possible that what they’re interested in right now is called “trendy.”
By presenting them with a mosaic of objectives to give them a fact about what happened if they could see their consuming habit and what if this could make them change, to send them a clear message and basic knowledge.
“OMG...thats so cheap” is a quick consumer who stays conscious of everything they spend, but this is not always enough to encourage them to understand and change their behaviours.
Art Direction
“OMG...thats so cheap” strives to offer fundamental knowledge for consumers who are under pressure to consume, keep up with trends, and express themselves via fashion.
Another objective of using visuals as a delivery message is to catch people’s attention and then allow them to read the short information to learn to appreciate what they currently have rather than what they could have.
The little tag is a sign of fashion consumers, a simple clothing item that can sometimes be unneeded but is kept as material goods. Give them a statement about how things could change if they reverse what they did. A modest adjustment in their behaviour might significantly impact the climate.
Context
The framework of our vision is to juxtapose the harmful effects of fast fashion with typical habits promoted by the fast fashion industries. “Looked to the left. “What do you see?” is a question raised to the viewers to identify what is displayed in the altered photos.
This reflects how fast fashion advertises its products by altering them to make them appear polished. In contrast, we would manipulate the photographs to show the environmental damage caused by fast fashion and its harmful effects.
Research has shown that the reason why bus stop advertisements or posters continue to function is that they attract more attention from individuals when they are on the road. Those individuals will not only read what is presented but understand your message. Even if they are not the target audience, they will pass on the message to those who are.
The reason to install it next to another fast fashion advertisement is to assert the irony and contrast of our message towards the consumers. From this display, consumers would have an understanding of what is happening behind the scenes.
