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# 2019 Woke Wash Agency |
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This short film questions the use of social justice as a marketing strategy. Big brands all suddenly seem to support the LGBTQ+ community, the empowerment of women, saving the planet and preaching racial diversity. This phenomenon is known as ‘woke washing’, in which brands play into our sense of injustice in order to strengthen brand loyalty. The Woke Washing Agency is a hybrid between a fictional advertising agency and a laundromat where corporations can come and wash their brand’s identity. Cycles like ‘emotional manipulation’, ‘intentional controversy’ and ‘fabricated authenticity’ are revealed, allowing consumer to recognise these strategies and be less receptive to manipulation in the future.
I'm a designer who enjoys doing art direction, lively conversations with strangers and storytelling. My projects usually come from a place of wonder or frustration and turn into an accessible and genuine translation. I like to do research and work with humor and playful colors.more
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A restructured plantation for diversity and resilience
A low-energy alternative to air conditioners
A sustainable sequin for the fashion industry
King Abdullah University of Science and Technology (KAUST)
A lab to turn food waste into revenue