Outcomes
Storytelling
Jack is the character made to embody and bring to life the concept. Measurement is inherent in our lives, but what happens when men exaggerate it?
Jack is so obsessed with it that he fills his room with writing.
Jack is so obsessed with it that he fills his room with writing.
White Room
For the exhibition at BASE, a completely white physical space represented Jack's room was created. Objects and walls were filled with measurements written in black by hand as if Jack had begun measuring each object in this space.
Campagna Teaser
Jack not only measured the items in his room but also went around town and left clues somewhere.
Website and Instagram
The teaser campaign also took place online on two channels: a website and an Instagram page. For the occasion, a specific font was made from handwriting to simulate the one made to decorate the room
Final Exhibition
During the performance, users would receive an invitation from Jack asking them to add their measurements to those he had already indicated specifically: mark time of arrival, height, and happiness.