Ad-mirage is a social intervention acting as a pocket-size ethical guardian responding to the deep-seated surveillance capitalism culture and the overflow of misleading advertisements.

In studying the nature and pattern of the ads through the companion Mojo lens, and with the sentiment analysis collected within the app, Ad-mirage will block in real life advertisements that are not in line with the individual’s ethos and values while subverting them into factual content that renders the dismantling of a system where sales and marketing triumph through misleading imagery and clever slogans. 

Targeted misleading advertisement in today’s consumer culture is a form of censorship that threatens our freedom to think and make informed decision:

“Things like materialism, workaholism, unhealthy lifestyle habits, alcoholism, political mudslinging, and unrealistic views of body image in advertisements negatively shaped our culture and impact the most vulnerable among us. While outright lies are not allowed in advertising, lies of omission are common, and advertisements frequently prey on our emotions to get us to buy into what they are telling us.” - The Negative Influence of Advertising 

By using Ad-mirage’s engagement tracking features, individuals will be able to shift their thinking into being skeptical of big corporation’s ploys and cognisant of the real-world data leading to a well-informed generation. 

Project done and submitted as part of my master's program in visual and experience design at the University of Europe for Applied Sciences - Berlin.