the center of attention         the center of attention         the center of attention        

installation •  virtual reality •  advertising

---

This project defined my year abroad doing my Masters degree. Based in a virtual reality installation, “The Center of Attention” is an attempt to reflect on the blinded consumption of content and the ethics of current advertising strategies. It considers the rise of clickbait and misinformation as means to "stand out" from other ads and the impact this has on the meaningful relationship between a piece of content and its consumer.

Through this purposefully chaotic and overwhelming experience, visitors would get their real life surroundings flooded by deceitful adverts doing their best to be noticed and interacted with (1), through the use of the augmented reality features.  

Alongside this project, this year also resulted on a Masters dissertation following the same topic (2). It further reflected on ways to encourage better ethical content creation and consumption practices better ethical content creation and consumption practices.

“The Center of Attention” was showcased at the LUCA School of Arts 2025 Graduation exhibition (3), as well as in the “Here Be Dragons” and “GOGBOT” (4) exhibitions in 2025.



2024-25
Adobe Photoshop, Adobe Illustrator, 
Adobe Indesign, Adobe Premiere Pro,
Blender, Unity, Meta Quest 2.
Individual project

Preview the project!
Read the thesis!