Selling Happiness / 2022
Subvertising is the practice of making spoofs or parodies of corporate and political advertisements. What if, in the future, the world of advertisement would start trending more and more towards the emotions it produces in the end users, rather than the product's selling point?
Most people are seeking happiness as their ultimate goal in life, and unless it originates from within themselves, we attempt to achieve it for a brief moment with consumerism and materialism. With their messages, advertisers mobilise our passion for short-term happiness and make us desire something we do not need, reassuring us that it will solve our problems.
This animation exaggerates this search for happiness in material commodities, where the character's sadness is lifted only by the purchase of an unnecessary product.
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I worked with character design, rigging, walk cycles and facial expression rigs to create a final result that could be as professional as possible.
This project was made for my Minor Project at the University of the Arts London, and was exhibited at OXO Gallery in London from the 9th to the 12th of March 2023.