The Jellyfish Case is a 100 Day project that explores the complexity of a contemporary zeitgeist by observing and analyzing how humans communicate their affiliations to specific identities.
Each day, a photo portrait of an NYC resident is taken. The criteria used for documenting these portraits are individuals who are telegraphing mixed messages via their visual affiliations. By deciphering these mixed messages a new setting is assigned, narrative that best describes the sensation behind interpreted subjects. Criteria for determining the new setting can be sampled from what they are wearing, their brand affiliations, or the way in which they are wearing something, what they might be carrying or holding.
Each day, a photo portrait of an NYC resident is taken. The criteria used for documenting these portraits are individuals who are telegraphing mixed messages via their visual affiliations. By deciphering these mixed messages a new setting is assigned, narrative that best describes the sensation behind interpreted subjects. Criteria for determining the new setting can be sampled from what they are wearing, their brand affiliations, or the way in which they are wearing something, what they might be carrying or holding.
This 100 day project is a final stage of A Brand Called You class taught by Debbie Millman at SVA's Masters in Branding program; a class through which students introspectively discover their unique voice. The very name of the project pays homage to the unique cultural analysis framework of metaphor, taught by Sem Devillart at the same graduate program.
The project was recognized by SVA's Masters in Branding chair, Debbie Millman, and nominated to be presented at AIGA NY's Fresh Grad 2024 event, alongside 10 other graduate students from different programs in the New York City area.
