Christy Lam | Same Same but Different |

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About

Works

Contact

Conversations on Identity and Inclusion

CLIENT

1

2

PROJECT TYPE

3

ROLES

4

YEAR

TOOLS

5

BRANDING

ART DIRECTION

SOCIAL MEDIA POST

the good lab

Promotional Video

2020

cinematography

audio technician

lighting technician

SONY A7 II

Conversations on Identity and Inclusion

CLIENT

1

2

PROJECT TYPE

3

ROLES

4

YEAR

the good lab

Promotional Video

cinematography

audio technician

lighting technician

oct 2020

TOOLS

5

sony a7ii

Bringing CoCo’s Energy to Life Through Design

CLIENT

1

2

PROJECT TYPE

3

SERVICES

4

YEAR

TOOLS

5

BRANDING

ART DIRECTION

SOCIAL MEDIA POST

COCO FRESH TEA & JUICE

GRAPHIC DESIGN

SEP - Oct 2024

OVERVIEW

"Same Same but Different" is the big idea for the promotion, which aims to encourage local locals to reflect on their sense of belonging from the perspective of ethnic minorities (EM) in Hong Kong. A social experiment was set up for a local and an EM, separated by a curtain, to have an anonymous conversation. The video reached nearly 16k views and positive reviews among different industries.

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The Good Lab is a social innovation hub based in Hong Kong that co-organizes community-driven projects, workshops, and initiatives aimed at fostering positive change. It unites individuals, businesses, and organizations to collaborate on social impact solutions, with a focus on urban development, sustainability, and community engagement. The Good Lab helps to drive meaningful change in Hong Kong’s social and economic landscape through co-creation, design thinking, and participatory approaches.

ABOUT THE PROJECT

"Same Same but Different" was a thought-provoking social experiment that explored perceptions of identity and belonging in Hong Kong. In this setup, a local locals and an ethnic minority (EM) participant, both fluent in Cantonese, engaged in an anonymous conversation while separated by a curtain to maintain an air of mystery. Guided by a moderator, they responded to questions designed to uncover their personal experiences, self-identification as Hong Kongers, and thoughts on inclusion.

As the conversation unfolded, each participant formed an impression of the person on the other side, imagining their identity and appearance based solely on their words. In a powerful final reveal, each sketched their perception of the other before the curtain was lifted.

When the curtain was drawn back, they saw each other for the first time, discovering how closely their perceptions aligned with reality. This moment of revelation challenged assumptions and nurtured mutual understanding among the participants.

The experiment left viewers reflecting on their own biases, prompting them to reconsider how they define and embrace their identities in a culturally diverse society. It evoked introspection about their sense of belonging in Hong Kong and underscored the importance of self-reflection in challenging stereotypes and cultivating a deeper appreciation for the rich diversity within this city.

challenges and how to overcome

01 Create a Comfortable Interview Space

Challenges

The physical space needed to reflect the intimate nature of the conversations while ensuring that all technical needs, such as lighting and camera placement, were met.The challenge was to create a setup that was both visually appealing and unobtrusive, while also maintaining the natural feel of the conversation.

How to Overcome

Set-up with comfortable seating, ensuring the participants could relax and engage naturally in their conversation. Carefully arranged the space to ensure unobtrusive camera angles, placing the cameras in positions that wouldn’t disrupt the flow of the dialogue.

02 Encouraging Open and Honest Dialogue

Challenges

Participants, especially from different cultural backgrounds, might hesitate to share their thoughts candidly due to fear of judgment or misunderstandings.

How to Overcome

To build trust and ease participants into the process, pre-interviews were conducted where participants could voice any concerns or hesitations they might have. This allowed the team to address any anxieties and ensure they felt comfortable with the process.

03 Capturing Detail Shots Without Disrupting Flow

Challenges

The challenge was to capture natural, unscripted reactions while the participants were speaking and engaging with each other, without interrupting the conversation’s natural flow.

How to Overcome

The use of zoom lenses allowed for capturing candid moments from a distance, without disrupting the intimacy of the exchange. Additionally, two cameras were employed to alternate between close-ups of each participant, focusing on their facial expressions and emotions.

Behind the scenes