The breakup
2024
discipline: Visual Identity, creative direction
Implementing: social media communication
I.
The project is an intermedia performance about separation. The performance is tailored for about ten audience members, encouraged to confront and reflect on the complexities of a breakup. “Separation becomes more bearable when it transforms into a collective artifact” – says the director Ioana Păun.
The experience debuts with a fictional story of two young ladies who start a long-distance relationship. Despite this physical deprivation, they continue to stay in touch though phone texts and calls. Their story unfolds and they come to a breakup point situation. Then, the public get involved. It is a performance about endings.
II.
The poster encapsulates one main concept: the complexity of modern relationships, vulnerability and emotional tensions, amplified by the digital environment; the design approach was to integrate a screen-lock button as a universal symbol of our current society habits, set in the foreground. But its functionality offers us a double usage: to turn a conversion on or off. It’s our choice.
Another central element of the key-visual depicts a windscreen of a car, brutally smashed by a huge stone, a visual metaphor of the unbearable weight and violence of a story ending. This painting refers to a scene in the script, written by Bogdan Răileanu, when the two girls get stuck in the desert while having a car ride.
III.
The performance is communicated on social media through the main visual, in situ photos, public testimonies, and small pauses of soft images accompaigned by warm thoughts, regarding the beauty of relationships and intimacy.
“Technology redefines the romance.”
