Bullshit Art Direction
Role
Graphic Designer
Art Director
Tools
Photoshop
Figma
Skills
Graphic Design
Art Direction
Data-Driven Narrative
Overview
Bullshit is a bold, data-driven visual commentary brand on digital addiction and cultural distortion. Using my personal screen time data, an unexpected 10–12 hours daily, I explored the disconnect between perceived productivity and actual digital behavior. What started as self-reflection became a broader critique of digital culture.
Concept
The word Bullshit became a multi-layered provocation:
Personal Bullshit: I thought I was living consciously off my phone, present but my screen time revealed otherwise. That gap between self-perception and reality was jarring and honest.
Cultural Bullshit: Online, one good idea spreads fast but quickly becomes diluted, co-opted, aestheticized, or misused until its original meaning is unrecognizable. The internet eats itself.
Digital Bullshit: We've come to accept hyper-connectivity as progress, but it's eroded real-world relationships. We’re constantly plugged in, yet deeply disconnected.
Original Bullshit Poster
The concept is visually represented by a central focal point where meaning is initially clear, but as it radiates outward, the message becomes distorted, chaotic, and ultimately unrecognizable, mirroring how ideas online are often warped beyond their original intent. The added visual noise throughout the poster evokes a sense of constant agitation, suggesting that the digital space is never truly still or at peace. Nor is the user
Updated Logo
The reason for the updated logo was to have a sleeker, simpler logo while maintaining and embodying the brand core meanings and values.
Goal
This project is both a critique and a call to action: To live outside the feed. To recognize what’s real. To cut through the bullshit.
Live outside a screen
