KOMUNIDAD
KOMUNIDAD
An immersive exhibit exploring the connection between communities of Filipino-Canadians/Americans & Hip-Hop culture.
Komunidad received an Honourable Mention for the Context Creative Award for Storytelling Design in the 2021 RGD Student Awards.
TYPE
Thesis, 3D Design, Web Design
TIMEFRAME
6 months
ROLES
Research, Art Direction, Visual Identity, Execution
TOOLS USED
Blender, Photoshop, XD, After Effects, Premiere, Anima
Background
Drawing from the positive effect of Hip-Hop dance and culture on my own identity as a Filipino-Canadian, I reached out to other Filipinos and gained 12 responses to the question, “Has Hip-Hop culture impacted your identity as a 1.5/2nd Generation Filipino-Canadian?” Supported by both primary and secondary research, it was found that Hip-Hop has the ability to empower youth, encourage positive identity formation, and build connections among Filipino-Canadians.
The Problem
While many Filipino-Canadians interact with Hip-Hop culture, many are not cognizant of the prevalence of Hip-Hop within their own Filipino circles. As a result, many Filipinos do not realize the unique impact Hip-Hop has had on their identity formation and community-building.
Design Challenge
How can we use design to communicate the effects of Hip-Hop on Filipino identity formation and unite this community in a fun and innovative way?
My Solution
Komunidad: conceptual traveling exhibit that encourages a conscious connection between the effects of Hip-Hop culture and Filipino identity formation, highlights Second Generation Filipino immigrant experiences, and acknowledges Hip-Hop’s roots in Black culture.
Purpose
Komunidad (meaning “community” in Tagalog) explores the impact of Hip-Hop culture on Filipino-Canadians and Filipino-Americans. With roots in Black culture, Hip-Hop is a vehicle for expression and resistance against oppression for many other minority groups. Hip-Hop—as a catalyst for positive identity formation—creates spaces for Filipino youth in North America to foster community and individuality. The exhibit tells the story of the foundation of Hip-Hop in Black culture, and shows the impact on Filipino individuals. Komunidad aims to immerse viewers in an experiential, social, and reflective space.
Visual Identity
Inspired by the spray-paint effect of graffiti in Hip-Hop culture and the saturated colours of jeepneys in the Philippines, Komunidad’s visual identity is bright, fun, and playful. Hand-drawn typography covers the exhibit to create authenticity in depicting peoples’ personal experiences.
Website
To promote the exhibit, I designed a website prototype. The website became an immersive experience within itself, as fragments of the exhibit fall into place when the user scrolls through. Animations, hover effects, and videos are included to make it alternative experience to those who cannot visit the exhibit in person.
View the website prototype here!
Takeaways
This project was the first time I used Blender, After Effects, Premiere, and Anima. They were all big learning curves (Blender especially) but once I got the hang of it, I was able to experiment out of my comfort zone. Whether it was through learning new skills or reflecting on my own identity as a Filipino-Canadian, I’ve experienced the most growth in this project than any other design challenge I’ve taken on before. I was very grateful to learn about peoples’ experiences in relation to identity formation and Hip-Hop culture, and to apply these vulnerable stories in a community-driven project.
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