Faceshop: A Selfie Dysmorphia Campaign
[ 2020 ]

This was my Final Year Project at Temasek Polytechnic in 2020 as well as my D&AD Young Blood entry. We were allowed to select any topic to create a project as long as it meets the brief, being: finding a genre, song, or musical movement that best represents a cause and use typography to bring it to life.

I was inspired by the song 'Faceshopping' by SOPHIE which is about our online personas especially on social media and plastic surgery. Thus, I used this as a starting point and expanded on it.

We are living in a selfie-obsessed world where we upload images to gain likes and positive comments for affirmation of our appearance. Thus, we curate our online image to be the best versions of ourselves using photo retouching apps such as Meitu, Instagram AR Filters, etc. that warp our faces/bodies.

With frequent exposure to these unrealistic images, most have developed a distorted view of our self-worth and standards of beauty. Some have developed a form of Body Dysmorphia Disorder dubbed Selfie Dysmorphia. Which is a fixation on one's facial “flaws” after digitally retouching their faces.

Faceshop is an educational campaign disguised as a fake cosmetic surgery clinic that advertises facelifts that look like exaggerated retouched photos/filters, but later reveals its main purpose which is to bring awareness to Selfie Dysmorphia and the message that surgery is not the answer to self-love and self-confidence.​

Project summary & showreel presentation.

PHASE 1: ADVERTISING

Print and digital posters to advertise the fictional cosmetic clinic that promises unbelievable results.

Design elements are inspired by popular photoshopping apps like Meitu Xiu Xiu, Adobe Photoshop, etc.

This is to create buzz and lure in "potential customers" to find out more.

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Digital posters for different formats such as digital bus stop ads and Instagram stories will be seen online.

Ad banners will appear on websites parodying a popular ad that ran in the early years of the internet, stating "Dermatologists hate her! Learn the truth now" to saturate the internet, targeting the main audience who are digital natives.

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The lyric video for SOPHIE's "Faceshopping" track which echoes the clinic's philosophy — outer beauty = inner beauty.

Instagram filters to have "potential customers" try on their dream faces digitally.

PHASE 2: THE REVEAL

Flow of the Faceshop website, accessible through the QR codes on the advertisements.

This is the point where it would be revealed to the viewers the real intention behind Faceshop, which is to educate them about the dangers of Selfie Dysmorphia and how to get help.

Educational Video up on the website that explains what Selfie Dysmorphia is and where to seek help.

The catalogue serves the same purpose as the website, except it is in a physical form factor.

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Merchandise such as vinyl records, shirts and tote bags.

All funds go to organisations that research and look into Selfie Dysmorphia.