Cycle of Patriarchy

Graphic poster, Publication, Animation

This design campaign advocates gender equality in Thai society by confronting patriarchal issues.
It exposes the normalized presence of patriarchy in various aspects of life, such as family, friends, media, marriage, and children.
With thought-provoking visuals and compelling messaging, the campaign aims to disrupt the endless cycle of inequality.
By raising awareness and sparking discussions, it challenges societal norms and fosters positive change.
The campaign's objective is to create a more equitable and inclusive future by shedding light on
the hidden effects of patriarchy in Thai society.

Animation

Created by Adobe Illustration and After Effects
Length: 2 minutes 15 seconds
Total: 3,240 frames

Concept / Character design / VDO campaign

The costume of each woman illustrates how the Patriarchal system oppressed each character in different age of life. Walking women in each states in a publication design are inspired from the visual of human evolution. The color portrays how a woman becomes a part of the Patriarchy cycle. Blue stands for power of Patriarchy, and pink stands for a consent of woman who is accepted by Patriarchy.  These two colors depicts a gender discrimination.

Team designer:

Nichaporn Jirapongsananuruk
Nutt Laoharawee
Thavit Sirichotkunakorn
Arin Li
Sitha Ambhanwong