Problem:
Following the pandemic, this museum wanted to reach a fresh audience and cultivate new interest in a field that they worried had become stale.
Solution:
I knew that I wanted to focus on doctors as the anthropological embodiment of medicine. However, I found through my research that in the last couple of years messaging surrounding medical workers had become soft and saccharine. To appeal to the target audience whilst still giving doctors the spotlight they deserve, I decided on a direction that's edgy, grotesque, and morbidly enticing.
