Don’t believe in everything you see or hear: this conceptual brand identity project is designed to promote skepticism in young minds, especially young men (who are, research shows, the most likely group to believe information they are told online).
Misinformation, fear mongering, and false advertising are all major issues that this new generation face. New technologies present increasingly sinister threats to the spread of fake information. The concept behind the BS/B? Project is to use Deepfake technology and AI voice generators to create false (but believable) “brand ambassadors” in the stolen faces and voices of popular celebrities.
BS stands for Be Skeptical, among other things. The brand identity uses repeated thematic devices like "the red thread", question marks, and animations which reveal a hidden message.
Touch-points such as social media advertisements and deepfake videos of influential figures (such as Andrew Tate and Drake) wearing BS merchandise like brand ambassadors all lead the audience to the BS website.
The website reveals the many ways the audience have been misinformed and manipulated.
