Faceshop:
Selfie Dysmorphia
[ 2020 ]
This was my Final Year Project at Temasek Polytechnic and D&AD Young Blood entry.
The widespread phenomenon of selfies reflects the desire to present ourselves in the best possible light online, where we seek validation from likes and positive comments on our appearance. To achieve this, we often resort to photo retouching apps such as Meitu, Instagram AR Filters, etc. that alter our faces/bodies.
However, this practice can have negative consequences on our self-perception and mental health. Many people develop a distorted view of beauty standards and their self-worth, and some even suffer from a form of Body Dysmorphia Disorder called Selfie Dysmorphia, which is an obsession with one’s facial “flaws” after digitally enhancing their face.
Faceshop is a fake cosmetic surgery clinic that aims to raise awareness about Selfie Dysmorphia and challenge the notion that surgery is the solution to self-love and self-confidence. Faceshop uses exaggerated retouched photos/filters in an educational campaign that exposes the unrealistic and harmful effects of photo editing apps.
The inspiration for this project came from the song ‘Faceshopping’ by SOPHIE, which explores the themes of online personas and plastic surgery. The song served as a starting point and a reference for the project.
Awarded:
D&AD New Blood Yellow Pencil [2020]
Crowbar Award [2020] (1 Gold, 6 Silver, 2 Bronze)
International Busan Design Award [2020]
Exhibited @ 2nd International Student Biennial of Art of Book in Serbia [2020]
PHASE 1: ADVERTISING
The main objective of the print and digital posters for Faceshop is to capture the audience’s attention by presenting a cosmetic clinic that delivers astonishing results. The posters will create curiosity and intrigue among the “potential customers” and encourage them to find out more.
The online ad banners will mimic a notorious ad that was widely circulated in the early years of the internet, with the headline “Dermatologists hate her! Learn the truth now”. The ad banners will target the primary audience, who are digital natives, and increase the online exposure of Faceshop.
The design elements of the posters and banners are inspired by popular photo editing apps such as Meitu Xiu Xiu, Adobe Photoshop, etc. The design elements will highlight the contrast between the before and after images of the customers, and emphasize the effectiveness of Faceshop’s services.
Lyric Video for SOPHIE - FACESHOPPING.
The song title and chorus suggest that the person is shopping for their face, meaning that they are constantly changing and editing their appearance to fit their desired image or the expectations of others. This reflects the behavior of people with selfie dysmorphia, who are dissatisfied with their natural looks and rely on photo retouching apps to alter their faces.
The song can be interpreted as an anthem for people who struggle with self-image issues, as it implies that anyone can resort to extreme and artificial methods to alter their face, based on the assumption that one’s face is the real shop front, meaning that one’s appearance is the most important factor of their identity and value.
However, the song also challenges the validity and reality of the faces that are edited and manipulated, and suggests that they are not the true representation of one’s self. The song also urges people to celebrate their uniqueness and diversity, and to not lose their essence by the pressure to conform.
Instagram filters to enable “potential customers” to experience their desired faces digitally.
PHASE 2: THE REVEAL
The Faceshop website, which can be accessed through the QR codes on the advertisements, will be the turning point of the campaign where the true purpose of Faceshop will be revealed to the audience.
The website will feature an educational video that explains the nature of Selfie Dysmorphia and provides information on where to find support. The video will be a powerful tool to raise awareness about the harmful effects of photo editing apps and the unrealistic beauty standards they promote. The video will also emphasize that surgery is not the solution to self-love and self-confidence, and that seeking help is the first step towards recovery.
The website will also provide links to resources and organizations that specialize in mental health and body image issues. The website will encourage people to seek help and support from these organizations and to share their stories and experiences with others. The website will also feature testimonials from people who have overcome Selfie Dysmorphia and found happiness and acceptance in their natural looks.
The educational video and the website will be the ultimate call to action for the audience, urging them to take charge of their mental health and well-being. The website will be a safe and supportive space for people to learn, share, and heal, and will serve as a reminder that everyone is beautiful in their own unique way.
PHASE 1: ADVERTISING
The Facial Catalogue acts as a physical form of the website.
Merchandise such as vinyl records, shirts and tote bags.
All funds go to organisations that research and look into Selfie Dysmorphia.