Art Direction 2.2

Updated: 2 days ago

Brief breakdown:

For this brief I wanted to ensure that I would cover everything necessary to ensure that my idea is confidently developed. I really would like to explore my digital skills in this brief, putting them in a video to advertise my outcome. Understanding the WHY within this brief will be my focus to ensure that it works to address my message about privacy.

When breaking down the outcomes, I really want to ensure that I focus on what the mood is. Within my development in the Art Direction modules ive created mood boards however I would really like to refine my idea to ensure that my message and values come across clearly.

For the video outcome I will need to consider what kind of platforms would this be advertised on and what would be the right type of tone it should be projected; as advertisements on TikTok are very different to YouTube ads.

Concept boards

I began to research into privacy issues from packaging. I really feel that this is an issue that is not taken too seriously, where most people forget about the information they may have left on their parcel when putting it in the bin. When researching further into this, I found there was very little information on this however companies such as amazon usually just use the barcode/QR code to authenticate the parcel. Our address system is very outdated as most parcel delivery drivers use scanners so is not so necessary anymore.

I looked into the alternatives to barcodes out there, and how they can be personalised. Snapchat do a great job of this, where your bit-emoji can be in the middle of the scan code- preventing it from looking like a boring QR code. As money uses specific patterns to prevent plagiarism I was curious to see how this could be potentially incorporated.

Change of idea

After going back and fourth after our initial feedback presentation. I was thinking about this idea however I thought that its more of a personal project I would like to discover on myself later down the line. I was inspired by Mathilda's presentation where she explored the idea of makeup for facial detection preventing. I decided to do some more research into this as I thought that this issue is really preaching peoples privacy especially in areas such as Hong Kong.

When exploring the different kinds of prevention- I started to look into how it links with high fashion, looking at the shapes and geometry, focusing on finding styles people WOULD ACTUALLY WANT TO WEAR.

I then started to look at fashion in "hype" games such as Cyberpunk 2077 and Fortnight, as a lot of headwear and facial masking is used to define the looks of characters. This is something I would like to explore further to see how I could potentially incorporate into an idea that would link with preventing surveillance cameras from recognising our faces.

Insight into facial recognition surveillance:

I watched this video on YouTube to start to build up an insight of how it is affecting people in China.

Many Ai start up businesses in China believe that this is the start of the future. As we have already started to use facial recognition to pay and shop using our phones. However many people are starting to rebel with all of this technology as it is being used with surveillance without their consent. Also in the video they mention that Ai from facial recognition can now track peoples emotions. This is becoming working for a lot of people as we do not know when our faces are being tracked, especially in public.

Are companies/the government respecting our privacy??

I also looked into the technical side of how facial recognition works. I read this article below:

It states that "face recognition data can be prone to error, which can implicate people for crimes they haven’t committed. Facial recognition software is particularly bad at recognizing African Americans and other ethnic minorities, women, and young people, often misidentifying or failing to identify them, disparately impacting certain groups."

This therefore makes me think that the facial recognition hype used in areas, particularly in China may cause a lot of inconvenience to innocent people. Although many see this is as the future, It's unfair on those people especially in ethnic minorities to be picked out for someone else.

Facial recognition is calculated using mathematical points on the face, as shown in image 4. This is a lot more successful with passport photos and still imagery. However in surveillance and other moving image sensors, there are a lot more variables and most of their cameras will not pick up a high amount of clarity on the faces.

"Some face recognition systems, instead of positively identifying an unknown person, are designed to calculate a probability match score between the unknown person and specific face templates stored in the database. These systems will offer up several potential matches, ranked in order of likelihood of correct identification, instead of just returning a single result." Quoted from the Electronic Frontier Foundation link.

"When it comes to errors, there are two key concepts to understand:

A “false negative” is when the face recognition system fails to match a person’s face to an image that is, in fact, contained in a database. In other words, the system will erroneously return zero results in response to a query.

A “false positive” is when the face recognition system does match a person’s face to an image in a database, but that match is actually incorrect. This is when a police officer submits an image of “Joe,” but the system erroneously tells the officer that the photo is of “Jack.”

When researching a face recognition system, it is important to look closely at the “false positive” rate and the “false negative” rate, since there is almost always a trade-off. For example, if you are using face recognition to unlock your phone, it is better if the system fails to identify you a few times (false negative) than it is for the system to misidentify other people as you and lets those people unlock your phone (false positive). If the result of a misidentification is that an innocent person goes to jail (like a misidentification in a mugshot database), then the system should be designed to have as few false positives as possible."

Further technical research:

The facial recognition system uses approximately 80 distinct markers to recognize your individual face. This technology analyzes facial curves on a micro scale and then translates those characteristics into a unique signature which is then matched to the database of facial signatures. In the United States, the CBP matches against passport photos for both international visitors and U.S. citizens.

Stats show up to 35% errors for darker skinned women, compared to 1% errors for white males.

(NY Times)

If facial recognition causes more errors on some people more than others is using this technology ready to use? It's not fair that some people will be stopped more due to the software algorithm because of their ethnicity and sex.

More stats.....

  • "By 2024, the global facial recognition market could generate $7 billion in revenue"

  • "72% of hotel operators are expected to deploy facial recognition by 2025 to identify and interact with guests. (Forbes)"

  • One in four Americans think that the government should strictly limit the use of facial recognition technology. (Center for Data Innovation)

  • Between 2014 and 2018, facial recognition software became 20 times better at searching databases to find a matching photograph. (NIST)

  • According to Apple, the probability that a random person could look at someone else’s iPhone X and unlock it using Face ID is approximately 1 in 1,000,000. (Apple)

  • 49% of people agree that facial recognition should be used in stores if it catches shoplifters. (Statista)

These facts are insane, and really helps to justify the reasons to why there will be a need for a solution to where and where people can use facial recognition on them.


Understanding the specific points and co-ordinates they use to recognise someone is essential, and will help me to create a solution to this issue.

Facebook- DeepFace

Created by Facebook, this facial recognition system can identify human faces in pictures uploaded to the social media platform with up to 97% accuracy. Each time a Facebook user is tagged in a photograph, DeepFace maps information about their facial characteristics. When enough data is collected, the software can identify a specific person in a new photograph.

Yes there are benefits, however we should be in control of when this Ai software is used.


Filtering it down...

What is the story? What is the challenge?

I decided to brainstorm the topics I researched to see what really stood out for me. As there are so many ways our privacy can be breached by this technology. I've been thinking towards the idea creating a solution that may help us stay in control.

On concept board I reviewed my previous research, looking at makeup looks that are used to prevent surveillance. Although this method can be effective if done right- I don't think it is realistic to see everyone painting on their face in this way. Also in alot of contexts it will look silly and would also only target a particular kind of person- limiting the how far this movement could grow to.

I started to think, maybe instead of makeup it could interlink with something more physical such as headwear?! Something you can wear and take off easily.

Perhaps the shapes from some the makeup ideas can be re incorporated into headwear design!

What is the objective?

To design fashionable ( wearable ) anti-facial detection headwear to keep the public IN CONTROL of who and where our faces can be detected.

Combining the shapes and ideas with the makeup looks, I wanted to have a look at the kind of headwear used in fashion and in the new gaming scene. Glasses have and will always be a great way of expressing yourself while still feeling anonymous in certain situations.

Within a lot of games such as Fortnite and Cyberpunk 2077, headwear and the way a player looks helps the younger generations to express who they are.

Further insight:

Ash's interview with Si Lumb- the Senior research developer of the BBC.

Ash interviewed him about the future of AR, the future of gaming engines and where he sees the future of gaming emerging with the production and commercially.

From my notes I have typed down quotes he said which really stood out to me:

"Clothes rapidly less important right now. Digital clothes, really important"

For example with Fortnite "people will pay money on their expressiveness of their avatar. the ability to express themselves that are not limited by the constraints of the real world. they control their world"

"Convergence" the virtual and real space.

He strongly believes that the tools we use for visual effects + virtual environments, are going to be the same tools as they all plug into each other. Due to close proximity issues- socially, the BBC are able to plan the layout etc before the shoot. Which "blew" the producers mind and wand to do the same again as it opens up more possibilities.

Although this interview was about the future of the convergence of the physical and digital space. I want to consider the future of fashion, with creating headwear that can be incorporated to bridge the gap, making people want to use it to express themselves in both worlds.


So who will be the target audience for my product?

Top focus: Gen z (born 1996 -2010)

Secondary Focus: Millennials (1981-1995)


Due to the majority of people who post and share on a very frequent basis, using platforms such as Instagram and TikTok- are taking selfies and are very engaged into the latest trends in fashion and games, it will help it easier to spread awareness about this facial detection.

Image source:

As shown in this graph by statista, 90% of 18-29 year olds use social media! This will be a huge consideration when creating the digital social media campaign.


What is the visual identity?

To ensure that my brand is attractive towards my target audience, I want to ensure that the art direction incorporates ideas of a game-ified look to hop on the growing trend of Neo-vibrancy in the digital world.

Through analysing art styles and strategy used in advertising games, Including Cyberpunk 2077 I've picked out certain elements that could be of consideration:

Cyberpunk 2077 Art Direction

These are all screenshots from their music video. I really am inspired due to their refined art direction style which works so well with the games punk-rebellious nature. This combination of game-ifed digitals with bold two tone lighting works so well with the singers faces. This is something I would like to explore with my outcome, helping to merge the in-game look with physical faces.

This head wear shot I found was great, the use of the orange tones really helped to create an intense mood with the team of people. A lot of video-games seem to incorporate the idea of team work, working with your friends etc- and I feel like there's something really powerful from this which helped to sell this virtual world.

Initial inspiration moodboards:

To start to understand what art direction style I want to go down, I collated a bunch of images moving into this game-ified look:


When exploring the moodpboard visuals, I starting to think about CAPTCHA as a typeface!

CAPTCHA stands for Completely Automated Public Turing test to tell Computers and Humans Apart. In practical terms, a CAPTCHA takes the form of a string of characters subjected to distortions that make it difficult for computerized character recognition to identify them. Humans, who have a visual recognition capacity that vastly outperforms even the best computers, generally do pretty well in identifying these distorted characters.

( ) - This is a great video to understand as insight.

In the link above, Linus also mentions about Leet (L337) speech. This kind of speech helps certain words to not be picked up by algorithm, making it harder for Ai.

I would really like to explore this further with my chosen brand name as this idea as both methods follow the same ethos of my headwear - preventing to be read by surveillance cameras etc.

Combining ideas:

When investigating ideas further, I noticed that some have 'inverted blobs' similar to what I can create using light refraction in 3D software. I found some great examples online of this which I know I could also re-create as I have for similar projects before.

Refined mood moodboards:

To have a clear direction for the style I want to go down, I wanted to refine down the mood board into 9 photos. For the art style to be refined, I wanted to really define more of a digital-alien-inspired style. Whilst still incorporating the art style you may see on TV or in an action based game. To ensure that the style will still incorporate that game-ified look, I will further explore 3D design as my outcome.

Is my art direction style refined?

To test this out I thought- why not put this into an AI program to see how the algorithm interprets my moodboard?

I love how this one turned out! It kind of looks like a nuclear glitch explosion. Although for my outcome I want to create headwear, its interesting to see how the AI has interpreted an environment based on my imagery. I especially love hoe the green is glowing off some of the shapes and almost looks like its liquid.

I also did two tests on 3D models just to see out of curiosity. I especially like the first one with how it has still incorporated the small amount of blue, reds and yellows- helping to balance out the greens in a nuclear way.

In some ways the colours remind me how how oil bleeds- could be cool to experiment with...

{linking back to the Cyberpunk 2077 movement}


Telling the story

How will this be incorporated in the mood?

- Needs to show Anti-Facial recognition: could be more in an urban rebellious style

-"the new error of technology" Incorporating an attractive 'new tech' idea

- Could be advertised in a similar way gaming characters try on clothes?

- show how it works, could inform the viewer how facial recognition works.

-Include insight that should hopefully SHOCK them


The reasoning to what brings these visuals together for people we are targeting?

The psychographics I'm aiming to target are the ones who really enjoy the night life. Either if its at home, and like to play around with lights in their room; to people who enjoy going to raves with their friends; people who love to express themselves in the digital world online; people who love to experiment with their look with AR filters; or are into fashion. Although the images below won't resemble everyone, this emerging convergence of the virtual and physical world is something that is started to be explored a lot more with a broader demographic. The mood of my outcome should fit a broad range of demographics, helping to cause curiosity with the brand,


How should someone feel interacting with my brand?

They should feel inspired whilst in the same way they use filters and watch videos on social media. As digital fashion is currently trending with AI models and high end fashion brands, users so some what be already familiar to this industry.

Typeface Tests

To warp the text I played around with refraction in Cinema4D. Animating the glass blogs to alter the text at different times.

Initial outcome:

Facial prevention headwear iterations:

I began to sketch a load of different designs using similar shapes used from the test pattern- facial prevention sheet. I decided to look into incorporating more symmetrical designs to create balance within the headwear.

3D Prototype

Here I created a prototype within Cinema 4D to test out how this potential design could look on someone's face.

I'm really happy with this outcome, but it got me thinking that what if I incorporate the typeface with the brand to create a digital fashion label.

Creating a typeface:

To make the typeface usable to others to prevent what they wear from being read by AI, I decided to create the brand around the basis of the typeface. I placed my chosen - pre distorted typeface into a typeface template, and then used the light refraction physics within Cinema 4D to warp the text. with these renders I went over the images on illustrator to create the letter ready export.

Branding refinement

After speaking to Russell and James, I realised that I would need to refine my branding further from my mood boards, to clearly ensure that its consistent throughout.

As my focus outcome is my typeface, I decided to keep it simplistic with my green colours. Similar to brands such as Off White and Supreme, I wanted the look of the typeface to be the centre of focus.

Poster mockup

To promote the typeface, I wanted to keep it super simple yet get the point across. The poster directly challenges the reader while reassuring that means they are not a robot- similar to how captcha works online.

To test the typeface works, I tested it on a multiple of apps on iOS, where none of them were able to pick it up! This gave me confidence in my idea as it is AI proof.

So that got me thinking, for the activism outcome it would make sense if people could buy into the movement through wearing clothes with the brand.

Clothing test one:

Fail. I tried to render the clothes within Cinema4D and they didn't sit right, therefore I had to go into Marvelous Designer to use the cloth simulation.

I created a clothing pattern and placed it onto the model. This took a while to get my head around with the stitching and getting it in the right places.

Then once I felt comfortable with using the software I began to play around with looks. I didn't do a load of sketching for these looks due to the final time constraint and as the main focus of this outcome is the typeface to raise awareness.

Cloth renders:

Once exporting the clothes out of Marvellous designer and putting it into Cinema 4d, I was able create 3D clothes that stay relatively realistic whilst keeping this futuristic tone.

I then placed the model into Mixamo to rig and add a runway walk animation, to place into my Cinema4D scene.

I kept the runway very clean with only the brand name Disort on the background, to keep the focus on the clothes. I feel that this worked very well as I was able to cut the clips on premiere pro in a way that compliments the branding.


I am very excited with my outcome for this project, and I would like to continue to develop this for my portfolio. It was really great to explore the world of digital fashion, however I would really like to spend more time on developing my skills as I had to chuck myself into the deepens for the last couple of weeks on this project. However I do not regret taking these high risks as I wanted to push my skills from what I learnt from my other project this term.

This is an area is still very new, however I would really like to experiment with more with this brand for our digital graduate exhibition!

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