Photography-Morph

Morph

2023

Photography | Graphic Design | Social media campaign

Project Morph

University assignment

‘Morph’ is a theoretical photographic social media campaign that utilise athletes in featured photographic posts to address their relatable perspective on body dysmorphia. The athletes are featured on Instagram posts, photographed as illuminated silhouettes in dynamic lighting and posing in their sport’s quintessential movement to appeal to other athletes in the same sporting discipline.

Morph’s mission is to inspire an audience of athletes at all levels to recognise each other’s and their own achievements and fitness development as they push through body dysmorphia. Morph will provide an audience of athletes a platform to relate their personal experiences with body dysmorphia, feel their personal negative self-perception acknowledged and assured that their negative self-body image can be overcome positively. This will subsequently help athletes who follows Morph’s content to develop towards their fitness goal with a positive
outlook on themselves.

The intended audience for Morph is directed to athletes at emerging or elite athletic levels and general athletes or those who engage in fitness and experience body dysmorphia. Justified from quantitative research, all levels of athletes have a similar experience with body dysmorphia that connects a negative collective view on body image. Due to the high prevalence of body image issues, Morph
will provide a community where athletes can share their experiences with other athletes in and out of their sport discipline. Creating opportunities for athletes to seek tips or feel acknowleged.

Due to the nature of body dysmorphia, Morph will not be able to hand out the answer to cure the viewer’s body dysmorphia. However, Morph will strive to methodically collect experiences to give all viewers the opportunity to connect their experience with others, to be inspired and to have grit for the benefit of their fitness goals.

Morph will aim to assure viewers that everyone grows, develops and loses fat at unique rates. You have a different body type from others and should not be discouraged if your fitness progress in aesthetics or performance is relatively different from others. Messages with these principles will be addressed through quotes from featured athletes as they relate to their personal body dysmorphia experiences. The quotes will promote relatability and act as a catalyst to invite viewers to comment on their similar experiences in the comment section.