Loko Motives: The Irony of Influence in Consumer Culture
This series dives into a visual critique of advertising tropes in influencer consumer culture, reimagining Four Loko's brand identity through a series of twelve photo prints. This collection, a mix of lifestyle and product imagery, leverages satire through Four Loko’s existing branding to examine the authenticity and influence of influencer-driven marketing. By transitioning Four Loko from its "frat boy" image to appeal to a wider, nuanced audience, this project critiques conventional perceptions and encourages viewers to critically assess influencer media’s role in shaping consumer behavior. Featuring models in dynamic settings against vivid, saturated backdrops, each photograph suggests a narrative shift towards refinement and multiplicity, moving away from the brand's original persona. "Loko Motives" not only seeks to redefine Four Loko's aesthetic but also prompts a deeper reflection on our interactions with advertising, advocating for a more discerning engagement with the narratives created by influencers.
The Sassy Sippers
In the Loko Motives series, the "Sassy Sippers" emerge as essential girl-boss CEOs, changing Four Loko's brand identity with a blend of professionalism and style. Dressed in business attire against vivid, saturated backdrops, they show a blend of class and flair as they navigate the intersection of satire and influencer culture.
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The product focused photographs in this series spotlights Four Loko in an enhanced light. This part also serves as a visual critique, calling for an analysis of how products are positioned and perceived in today's digitally driven marketplace.
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The group model shots in this series brings to life the communal and excited essence of Four Loko, catering to a vibrant, Gen Z audience. These lifestyle images capture moments of shared enjoyment and fashion forward energy, offering a new perception with a fresh vibe. Each photograph crafts a narrative of connection, positioning Four Loko as a drink for memorable experiences among friends.
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Four Loko Forward
The product focused photographs in this series spotlights Four Loko in an enhanced light. This part also serves as a visual critique, calling for an analysis of how products are positioned and perceived in today's digitally driven marketplace.
The Lifestyle
The group model shots in this series brings to life the communal and excited essence of Four Loko, catering to a vibrant, Gen Z audience. These lifestyle images capture moments of shared enjoyment and fashion forward energy, offering a new perception with a fresh vibe. Each photograph crafts a narrative of connection, positioning Four Loko as a drink for memorable experiences among friends.
