My response to Franz Kafka's 'Metamorphosis'.

In Metamorphosis, Grete and Gregor's mother start to remove furniture from Gregor's room with the intention of trying to make life easier for him as a bug. Even though the things get in Gregor's way, he is attached to them as they are the last link he has to his human life.

I undertook a Metamorphosis experiment and asked my housemates to remove all of my belongings(except my bed) from my room. I lived without them for 16 days and actually found that I didn't need or miss all of the clutter. Instead, I spent more time with my friends, creating memories.

Through out the process I recorded it and have created a series of time lapse videos to be used as part of a viral campaign - 'Make space'
After emptying my room, I tried to look at the positives of having a lot of space by inviting my friends to do activities. This was fun and I spent a lot more time with my friends, being social rather than sitting in my room on my own.
Distributed in advance of National Declutter Week, the declutter kit contains a donation bag,'Do not disturb' door hanger and QR code which helps you find our nearest charity shop.
Make Space...
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Make Space...

Branding and advertising campaign concept for National Declutter Week.

Published: