Ambient Ichthyology
Sam Easterson’s Fish Studio produces scientifically informed, comic-inspired illustrations of a wide range of fish species. These illustrations are applied onto consumer products, introducing representations of uncommon fish species into domestic and everyday contexts.
The Studio views its products and the e-commerce channels where they are sold as vectors for public ichthyology education. By presenting its fish illustrations on consumer goods, the Studio seeks to support public literacy in ichthyology and encourage awareness of less familiar taxa.
Passive Science Communication
The Studio sees itself as an experiment in passive science communication. Instead of relying on overt campaigns, it works to embed scientific awareness into the fabric of consumer life through subtle, everyday product encounters. It aims to reframe ichthyology as an everyday cultural presence, softening barriers between specialized scientific knowledge and popular imagination.
Its calculated selection of a business model that uses mostly passive income streams to sustain its operations further allows the Studio to quietly expand the reach of its educational work beyond direct efforts.
“The Studio isn’t here to lecture about fish. It is here to print them on pillows so they can drift more easily into your dreams.”
— Sam Easterson
