[ Animation, Brand Identity, Graphic Design, Concept, Brand Activations, Illustration ]

Making history tangible through pop culture. Toys Are Us is an interdisciplinary exhibition that reexamines four influential figures from Dutch colonial history: Ma Pansa, Jan Valckenburgh, Tula, and J.P. Coen. Through a combination of custom-designed action figures, collectible-style packaging, and video works, the project translates complex historical narratives into a contemporary visual language shaped by pop culture.

By presenting these historical figures as toys, the exhibition explores how societies construct heroes and villains, and how these labels influence our understanding of history, power, and morality. The familiar format of the action figure invites visitors to engage with difficult historical subjects from a new perspective, encouraging reflection on the stories we inherit and the values they communicate. We fine tuned the elements to be impactful multi-generationally through the cross-medial application.
LAME delivered a full project involved from concept to Exhibition. Throughout the process two reoccuring elements were used with the sensory storytelling approach: emotion and nostalgia.

CONCEPT
LFMC

ARTISTIC DIRECTION
EDMÉE LOUPATTY, MACARENA LOMA YÉVENES

EXECUTIVE PRODUCTION
EDMÉE LOUPATTY, MACARENA LOMA YÉVENES

ACTION FIGURE DESIGNS
BRIAN ELSTAK

3D DESIGN
MAARTEN VERHOEVEN

PACKAGING DESIGN
LAMIAE EL HAJJAJI, GIUSEPPE DU CROCQ

EXHIBITION DESIGN
LAMIAE EL HAJJAJI, GIUSEPPE DU CROCQ

CHARACTER ILLUSTRATIONS
LAMIAE EL HAJJAJI

BACKGROUND ILLUSTRATIONS
SHŌ OGDEN

ANIMATIONS
ZARA KOOPS

CAMERA AND EDIT
BADR EZZAT

VIDEO DIRECTION
GIUSEPPE DU CROCQ

MUSIC AND SOUND
HAYZEE

VOICE-OVERS
MAARTEN VAN HINTE, ZIA ELSTAK

ACTORS
ZIA ELSTAK, MILES OLIVER LENNON LUKANGA, AMÍ DE BIES

COPY
MACARENA LOMA YÉVENES, ZINDZI ZEVENBERGEN

PRODUCTION
STACY LOUPATTY

RESEARCH PARTNER
THE BLACK ARCHIVES

EVENT PHOTOGRAPHY
FABIAN CALIS, AMIRA AL RAWI