Why So Serious
Category
Campaign
Created
12/25-1/26
Skills
Art Direction
Campaign Design
Visual Storytelling
Character Design
Illustration
Tools
Hand sketching Illustrator
Photoshop
Why So Serious
Category
Campaign
Created
12/25-1/26
Created
5/2025-7/2025
Skills
Art Direction
Campaign Design
Visual Storytelling
Character Design
Illustration
Tools
Hand sketching Illustrator
Photoshop
Why So Serious
Category
Campaign
Created
12/25-1/26
Skills
Art Direction
Campaign Design
Visual Storytelling
Character Design
Illustration
Tools
Hand sketching Illustrator
Photoshop
"A visual campaign questioning formality, authority, and rigidity in architectural spaces and work environments."
"A visual campaign questioning formality, authority, and rigidity in architectural spaces and work environments."
Challenge
Formal architectural environments often project authority, control, and emotional distance. How to bring a little play and self expression in to them?
Context
Growing up in Iran, I experienced humor not just as entertainment, but as a way to cope, and to push back.
In this project, I draw from that cultural instinct, a subtle form of resistance.
Process
I created a character to embody my inner child, rebelling against my architecture mindset. The project has two elements: the character, which comes from me, and the context, which already exists. My hope is that the project appear in architectural offices as a gentle reminder: why so serious?
Outcome
The result is a non-commercial visual campaign presented through posters and spatial interventions intended for public and semi-public contexts.
Challenge
Formal architectural environments often project authority, control, and emotional distance. How to bring a little play and self expression in to them?
Context
Growing up in Iran, I experienced humor not just as entertainment, but as a way to cope, and to push back.
In this project, I draw from that cultural instinct, a subtle form of resistance.
Process
I created a character to embody my inner child, rebelling against my architecture mindset. The project has two elements: the character, which comes from me, and the context, which already exists. My hope is that the project appear in architectural offices as a gentle reminder: why so serious?
Outcome
The result is a non-commercial visual campaign presented through posters and spatial interventions intended for public and semi-public contexts.
Challenge
Formal architectural environments often project authority, control, and emotional distance. Why spaces that shape everyday life leave so little room for play and self expression?
Context
Growing up in Iran, I experienced humor not just as entertainment, but as a way to cope, and to push back.
In this project, I draw from that cultural instinct, a subtle form of resistance.
Process
I created a character to embody my inner child, rebelling against my architecture mindset. The project has two elements: the character, which comes from me, and the context, which already exists. My hope is that the project appear in architectural offices as a gentle reminder: why so serious?
Outcome
The result is a non-commercial visual campaign presented through posters and spatial interventions intended for public and semi-public contexts.
