Exhibition Design | Narrative Design | Product Design

MAN UP

  • Objective:
    Develop a graphic design exhibition campaign titled Man Up, which examines how advertising has historically shaped and reinforced American masculinity. The project investigates how commercial messaging exploits male vulnerability, ambition, and insecurity to construct ideas of strength and self-worth. Through a mix of impactful video design, packaging, and retro-inspired advertisements, the campaign reveals the emotional pressures men face and challenges the notion that masculinity must conform to rigid societal expectations.

    Target Audience:
    Adults interested in media studies, advertising history, and contemporary gender discourse. This project appeals to audiences who value critical reflection on culture and design, encouraging both traditionalist and progressive viewers to reconsider what defines masculinity today.

    Timeline:
    Jan – May 2025

    Programs Used:
    Adobe Indesign, Adobe Illustrator, Adobe Photoshop, Adobe After Effects, Adobe Premier Pro, Final Cut Pro, Clip Studio Paint

Animated Video Installation

Presented on a custom clear prison issue CRT television, “What is a Man?” critiques how advertising and media have historically shaped masculinity. The hand-illustrated visuals evoke vintage ads, while five male voice actors reflect the fragmented, performative nature of manhood. Through this dynamic medium, the video exposes how past ideals can often influence men today.

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Packaging Series

A six-piece fragrance series that goes beyond scent, capturing the unspoken emotions of masculinity while highlighting men’s freedom to dress the way they want, celebrating both timeless tradition and fearless self-expression.

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Advertisement Series

A three-part, three-dimensional shadow box series that invites the viewer to engage with the raw emotions behind masculinity. As they view each piece, they are encouraged to place an stamped emotion sticker beneath it, reflecting how the ad makes them feel. This interactive experience allows the viewer to connect with the unspoken truths of self-expression, showing that masculinity is not just seen, but felt.

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Merchandise, Print Media, & More

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2025 Rutgers University Newark

Graphic Design Senior Capstone Exhibition - Common Ground : Perspectives on Freedom