MASKING EVIL
3 Months
2022
In Indian mythology, masks carry deep cultural significance, used for centuries in rituals, festivals, and performances. These masks are not just symbols of good and evil but serve diverse functions, including spiritual protection and transformation. They represent various characters, from benevolent deities like Bhairava to malevolent figures like Rakshasas, and are often used to ward off negative forces.
The project "Masking Evil" was inspired by this rich tradition, bringing it into the digital space through an interactive Snapchat filter. This AR experience allows users to engage with Indian mask traditions in a playful yet educational way, making these cultural practices accessible to a global audience.
The development of this project was deeply informed by various sources and research on the significance of masks in Indian culture, such as:
- YouTube Documentary: Masks, Other Worlds (Crafts Museum, Delhi)
- Scholarly Work: Masked Ritual and Performance in South India
- Google Arts & Culture: Masks, Other Worlds
- Books: The Tradition of Mask in Indian Culture: An Anthropological Study of Majuli, Assam
- Articles: Living Culture of Masks from The Hindu, and Bhuta Masks by the MAP Academy.
Through these resources, I explored the deep ritual and performance contexts in which masks play a significant role. Whether used in festivals, ceremonies, or theatre, Indian masks hold symbolic meanings related to power, transformation, and protection from evil forces. In particular, I was drawn to three key types of masks from different regions in India, each with a unique cultural and spiritual significance:
- Drishti Gombe (Karnataka): A protective talisman to ward off evil, commonly seen in homes and construction sites.
- Chhau Rakshasa (Orissa): Used in traditional Chhau dance, representing the fight against evil forces.
- Mahakal (Tibet): A mask of the fierce protector deity, symbolizing wisdom and the transmutation of negative emotions into positive energy.
The "Masking Evil" Snapchat filter brings these masks to life, allowing users to "try on" masks from Karnataka, Orissa, and Tibet. This interactive experience educates users on the cultural and spiritual meanings behind each mask while providing a fun, immersive way to explore Indian heritage.
Available on Snapchat now.
Since its launch, the filter has garnered significant engagement:
- Lens Views: 40,605
- Lens Plays: 39,479
- Lens Shares: 297
The filter's popularity showcases its success as both an entertaining and educational tool, introducing thousands to India's mask-wearing traditions. By leveraging Snapchat's AR, it bridges traditional practices with modern platforms, turning ancient rituals into an engaging, accessible digital experience. This project highlights how digital technologies like AR can preserve and promote cultural heritage, offering immersive ways to educate users about cultural history.
NYU (Research Project)
Sector
Cultural Heritage
Digital Experience
Education and Engagement
Discipline
UI/UX Design
Brand Identity
Snaplens
Adobe Creative Suite
Figma
Project Team
Solo
Role
Art Director, Augmented Reality (AR) Designer