Gallery
Video Gallery
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Campaign overview
An online campaign born from my personal awakening to systemic mechanisms shaping our digital behaviour and consumer identity. Through provocative visual language, the project questioned the authenticity of our online personas and the narratives of success imposed by techno-capitalist culture.
Inspired by the film “They Live” and its metaphor of glasses revealing hidden ideological messages, the campaign functioned as a symbolic tool for “seeing through” the glossy surface of digital life — exposing how consumerism, artificial aspirations, and constant technological upgrades shape our sense of self-worth.
Main objectives
The campaign used striking imagery and confrontational questions to disrupt passive scrolling and provoke critical reflection on everyday digital habits.
It explored themes such as:
☀︎ The construction of artificial identities within social media ecosystems
☀︎ Planned obsolescence as a driver of perpetual dissatisfaction
☀︎ The replacement of authentic self-expression with algorithmically optimised performance
☀︎ The pursuit of externally-imposed goals that reinforce cycles of consumption
Rather than offering clear solutions, the project aimed to create cognitive dissonance, a moment of pause in which viewers could reconsider whether contemporary digital systems genuinely serve human wellbeing.
Achieved results
The campaign generated visible engagement within social media spaces, prompting comments, shares, and private messages that indicated resonance with its critical tone.
However, its very presence within the platforms it criticised exposed a paradox: the message became absorbed into the same attention economy it sought to challenge. The speed, aesthetics, and mechanics of social media ultimately softened the depth of its critique.
Main reflection
This experiment revealed a fundamental limitation of platform-based activism: when critique is hosted within the infrastructure of what it opposes, it risks becoming another consumable aesthetic rather than a catalyst for transformation.
I came to understand that social media can momentarily awaken awareness, but rarely sustains the conditions needed for structural change. Algorithms reward immediacy, not depth; reaction, not contemplation.
FAKE: Chapter 1, became a turning point in my practice. It clarified that meaningful disruption cannot be achieved from within systems thoughtfully engineered to neutralise dissent. This realisation deeply influenced my future work, pushing me to search for spaces and methodologies that operate outside the logic of performative digital engagement.