ABOUT

For the Design and Art Direction brief, I had to create online content (video or image), at the heart of a shareable, social anti-fur campaign. The initial concept that I had come up with was labelling the people who wore real fur as committing 'ridiculously cheap acts to look ridiculously expensive'. However, this idea had too many economic influences and I wanted to show the more heartless side to the act of wearing fur. The next idea I had was the concept of finding other ways to keep warm instead of wearing a fur coat; because believe it or not, we have a lot more options in comparison to furry animals, considering the fact that all they have is their skin and we have no right to take that away. For this reason, I wanted to come up with an idea that directly victimizes the audience and makes them feel emotionally disturbed for continuously wearing fur. I started brainstorming all the different items that keep us warm for example, a warm soup, a hot water bottle, a tight high and even central heating. However, I didn't feel that these ideas were strong enough in terms of what I wanted to promote. That's when it came to me. A brand-new idea - 'Even a fur coat can't keep a cold heart warm'. This campaign is undoubtedly aimed at 'cold hearted' people because anyone who believes that a fur coat can keep them warm has a cold heart. I used the shape of a heart made of different materials which feel cold when they are touched for example, metal, ice and granite (as they all absorb our body heat) and when we touch these materials, they cool down our skin. I had physically created these hearts using a 3D printer and photographed each heart by placing it onto different fur jackets. Within the photographs, it is as if the hearts are doing their best to keep warm using the fur however they remain as cold as the materials from which they are made. This suggests that the people who wear fur are precisely cold hearted people.