Gaze
OVERVIEW
Gaze Soda is a project centered around the female gaze and female perspective throughout art history. The art history canon is dominated by men and male narratives. More recently, the female vs male gaze has become a large topic of discussion online and on social media.
Problem: Historical female artists are often lost in the art history canon. How can we show a different perspective on art history to draw people into a new Met exhibit?
Idea: Bring the Met artwork and female gaze to the streets by creating a line of soft drinks, candy, promotional OOH, and social media ads that highlight works created by women.
*Winner of Best in Show (Senior) in Ligature 32 Juried Exhibition
Selected MET Artworks
Study of a Seated Woman Seen from Behind, Adélïde Labille-Guiard, 1789
A Bouquet of Flowers, Clara Peeters, 1612
Untitled Film Still #21, Cindy Sherman, 1978
A Vase of Flowers, Margareta Haverman, 1716
Daphne, Harriet Goodhue Hosmer, 1853
Woman Bathing (La Toilette) Mary Cassatt, 1890
What is the Female Gaze?
To define the female gaze at its simplest, it’s the way women are portrayed through the eyes of a woman. It’s an issue of representing women as subjects having agency. Based on this idea, I chose works from women (see below) who’ve made a name for themselves in the artistic world that showcases female subjects beyond their sexuality.
The branding components, as seen in the typography and colors, are vibrant and playful. My goal was to mix the worlds of art history with the eye-catching yet fleeting nature of consumerist products.
Beyond the Exhibit
The billboards, posters, and social media highlight the works used on the packaging giving viewers a snippet of information about the art. Viewers would be able to purchase a gaze soda at a nearby vending machine and bring their can with them to get free access to the exhibit.
