Print Campaign
A surreal print and broadcast campaign that turned invisible damage into an image you couldn't unsee.
"We treat our screens like they're harmless. But stare into a deep fryer for 8 hours and nobody would call that safe."
We made the invisible visible. By pairing screens with cooking appliances (deep fryers, frying pans, microwaves), we gave people a surreal but instantly understood metaphor for what blue light does to their eyes. The campaign spanned print, social, out-of-home, and a broadcast TV spot.
I art directed the entire campaign. Concepted the visual system, directed the print shoots, oversaw special effects for the video work, and designed every deliverable from billboard to social post.
"The best campaigns don't explain the problem. They make you feel it."