SEPTEMBER ‘22

Shift explores the idea of digital eugenics, focusing on the dystopian concept of the evolution of humans to artificial intelligence. This follows the narrative of the development of avatars that evolve into artificial intelligence and attempt to break the system they are programmed with. 

This is showcased by adopting a style influenced by Japanese video games and utilises digital fashion, photography, set design, 3D rendering, and videography to convey this narrative through a range of collateral including video, editorial, posters, and 3D figures. 

Fashion in the digital world is explored in Shift through 3D-rendered illustrations and animated versions of the looks throughout the editorial thus intrinsically placing the characters in a digital universe. The set design aims to illustrate a dystopian scene that enhances the theme of the hypothetical video game.