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Abstract
We all Rott, How will you? Is a multi-media campaign curated to authentically represent consumers of a clothing and accessory wear brand, Rott. This three-part media exhibition advertises the goods of Rott while also letting each individual direct how they would like to be perceived through the following: a Print Ad, Illustrated Ad, and a Video ad. During my research of ad representation, I found 81 of the 100 Bowie State University students interviewed felt “poorly represented”, to elaborate they either felt as though they didn't feel represented in advertisements or as though Black faces are shown more inauthentically, in an effort to appease the notion of diversity but not to truly uphold it. Rotts Brand name tackles how every person is born to inevitably pass on no matter their gender identity, physical makeup, or socioeconomic standing. The phrase asked, “We all Rott, How will you?” and how those involved in the campaign answer regarding their intention behind how they’re perceived is the central tie of this whole exhibition.
Artist Statement
As a multimedia artist, diversity draws me in, to me, it is a great form of communication of artistic intention. Ever since I began to create art, I find a way to show juxtaposition almost as a symbol of life, there are always a 1000 perspectives and a 1000 things going on. I felt motivated to fully Captivate each individual involved in every artistic way capable of me. I decided to showcase a brand that intimately advertised not only its products but also its supporters.
The name of this campaign is ‘We All Rott’, which tackles how every person is born and inevitably passes on no matter their gender identity, physical makeup, or socioeconomic standing. To further cement this concept of non-negatable physical equity my collection tackles the need for change in all advertising placements, not just fashion.
I cultivated a multi-media Ad campaign solely focused on inclusivity conducted through my clothing and accessory wear brand, Rott. When establishing Rott I shaped it toward my ideals as an artist, to implore, explore, and celebrate the miss and underrepresented faces. This campaign aims to discuss the lack of representation of Black faces and bodies regarding fashion advertisements with a sincere authentic approach. The campaign is a three-part collection of media all advertising the brand's goods through the representation of the black diaspora.
Each individual chose their answer to the phrase “ We All Rott How Will You?” to decide the way they’d be perceived while wearing Rott in the following placements; video, print, and illustration. Every individual's print is interactive with a QR code.
Artist Bio
Brieona Brown is a multimedia artist from Prince George's County, Maryland, living and working in Maryland and the Washington Metropolitan Area. Growing up in the wealthiest African American county in the nation exposed her not only to daily fixtures of Black excellence with its booming affluent businesses but also the representation used to attract like-minded consumers.
As she grew with age she discovered the damning difference between PG and the rest of the nation, she realized the norm to Brieona is not seen from all the diaspora. Moving forward, she found it was pertinent, no matter the media or purpose, to incorporate diversity within her works.
This has led Her to establish Rott in 2018 which has now accumulated over 10,000+ sales and reached 20+ countries. Additionally, Brieona has acquired high budgets for local artists as an experienced treatment designer, and serves as the head digital advertiser at TCBK inc.
Since attending Bowie State University, she has been able to integrate her artistic ambitions of diversity with digital works while working towards her degree in Visual Communications and Digital Media Art with a concentration in Advertising Design.