This personal project for my Degree Major Project is an advertising campaign for the VAX Blade Cordless Vacuum Cleaner. This project promotes gender equality for cleaning product advertising with the concept of having two Blade Superheroes "Cleaning  The Streets" that promotes the suction capabilities of the product. The images were created with photo manipulation and image compositing of all their elements, encompassing street scenes, graffiti, studio model shoots and photographs of a vacuum cleaners suction pulling a bed sheet to create the effect of the graffiti being vacuumed from the walls. Taking alternative approaches to gender stereotypes is an important element of my work to ensure that representations are socially acceptable, not outdated or have the potential to limit growth or cause harm.  With the ASA and CAP in the UK recently governing that advertising that incorporates gender stereotypes are not being controlled stringently enough and have the potential to be limiting or harmful to society demonstrates that my work ethic and practices are progressive and meet future advertising standards. 

For my presentation method my project images have been composited onto a digital billboard at a shopping centre to demonstrate the incorporation of a modern advertising platform.