Parsons / The New School

BFA Communication Design

Thesis 2016–17

Danielle Gorodenzik
Be Here Now

Be Here Now presents content using minimalist designs to make a profound statement about advertisements, consumer society, and social hierarchy. By reappropriating urban objects that identify with consumer culture such as MTA Cards, beer bottles, and bodega bags, Be Here Now questions the amount of control we have as a consumers by distorting reality. Be Here Now is a campaign that provokes and disrupts the viewer. The objects used are strategically placed and packaged. The concept confronts the viewer and triggers them to be curious about the design. They then respond to the object and it causes them to be aware of their surroundings. The designs spark a dialogue. These moments of “distortion” will cause the viewer to second guess the objects. Be Here Now harnesses those questioning moments as opportunities. The designs are created to snap people out of their numb trance and reawaken their sense of wonder about their environment, culture and society. The end goal is to have viewers react, question everything and Be Here Now.

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Parsons / The New School

BFA Communication Design
Thesis 2016–17