Negative body image is a widespread social issue that can lead to serious mental and physical health problems. Learning critical thinking strategies and developing strong media literacy skills helps build resistance against any negative impact from the many ‘perfect’ images we see every day.

No Bodies Perfekt uses augmented reality to disrupt outdoor advertising spaces. Overlayed messages prompt viewers to critically examine the images they see to cultivate a more realistic perspective towards their own bodies.

Read more about the No Bodies Perfekt project here


Images we see in the public sphere have often been assembled and edited to be appear perfect, flawless, even ‘better’ than reality. This image was created by bringing together at the very least: a professional model, hair and make-up team, directed studio lighting, industrial fan for windswept hair, high-end camera equipment, a fashion photographer, and a digital retoucher.

The digital overlay of ‘no bodies perfekt’ (spelling mistake intentional) acts to educate viewers that they should expect themselves to resemble the constructed images they see.

  • Tiffany & Co.
  • Brisbane, Australia
  • Live until 9 March 2018

Advertising in the public sphere is regularly populated with images of ‘perfect’ people, and imply that looking good is the only way to a life of happiness. Those images do not reflect reality. Your appearance does not equal your value — there is far more to you than what you look like.

  • Peroni
  • Brisbane, Australia
  • Live until 4 March 2018

From a design perspective, this advertisement is a spectacular achievement for the casting agent who managed to gather so many ridiculously good looking people together in one room. Some would suggest incorporating models of various ethnic backgrounds demonstrates diversity, but really, they only perpetuate and reinforce the impossibly out-of-reach body shape ideal. The advert isn’t about demonstrating diversity, it’s about targeting a more diverse range of customer.

The digital overlay of ‘what techniques are being used to attract your attention?’ highlights that this arrangement of models is no accident. It’s important to remember this image does not reflect reality. It has been carefully constructed for one reason — to sell clothing.

  • H&M
  • Brisbane, Australia
  • No longer active