This is a semester-long, collaborative project. As a team, we were instructed to work with an artist of a diverse community (BPIOC, URG Communities, Black, LatinX, AAPI or LGBQTIA+). Our goal was to work with said creative(s) and have their voices, identities and stories be the hero of our campaign. We worked hand-in-hand with our stakeholders to name, brand, and create a narrative for this story. Finally, we created style-led content featuring the artist, and their community in the final deliverables.

Our final solution is something I am extremely proud of. The project as a whole is complex, multi-faceted and significant. This collaboration has allowed us, as students, to gain real-world experiences by establishing professional connections and pushing an agenda, in this case, highlighting diversity, equity and inclusion.

Our Artist

For this project, we were extremely lucky to work with LEO WANG︎︎︎

Wang is a multimedia artist who obtained a Bacelors Degree in both Landscape Architecture and Sculpture at Penn State University (2021). He currently resides in Chicago, pursuing a MFA in Sculpture at SAIC. 

Wang’s works are representative of his ideas, experiences and culture. Portrayals of luxury, Chinese-manufacturing culture and mass production are just some of what drive Wang’s work. 

︎︎︎Click on each photo to learn more about them!

Our Concept:

“TO BUILD A SOCIAL EXPERIMENT THAT ALLOWS THE CONSUMER TO VIEW THE MANUFACTURING PROCESS OF LEO’S HEAD. IN ADDITION, DEVELOP ADVERTISEMENTS THAT POINTS TO AN E-COMMERCE PLATFORM WHERE THE CONSUMER IS FORCED TO DETERMINE THE VALUE OF LEO’S HEAD IN ORDER TO PURCHASE.”

“The Factory”

Animations were created to guide the viewer along the manufacturing process of Leo’s head. The process involves individual uvidual steps that starts from the the molding of the head, to the shipping and distribution of the heads. 

Viewers are able to see how the heads are produced with full transparency. This begs the question if things are “cheaper” or have lesser value if they are mass produced in a factory, even when it’s someone’s head. 

“The Warehouse”

The warehouse stores the heads prior to distribution. #SOFAB branded boxes sit atop one another on warehouse racks. The warehouse is Infinite as there are so many heads that are mass produced and stored. The consumer may be overwhelmed  with just how many heads exist. Branded tape and hardhats are sported in the warehouse to pay homage to Leo’s bold style juxtaposed in a cold, industrial setting. 

“Promotional”

Posters and a social media presence are direct ways consumers are
able to interact with the website, ultimately determining their worth of Leo.

CREDITS
^{ELINOR FRANKLIN
LUCAS STERRETT
PHOENIX CHAN}

IN COLLABORATION WITH 
^{LEO WANG}