Creative strategy · Branding · Typography experimentation · Creative coding · Motion Graphics
Project Description
Solution
Desk and field research were conducted to understand the feeling of anxiety and how it affects people's everyday lives. From this research, three main characteristics were identified, which became the concepts for the storytelling narrative: the voices in one's head/noise, the masks we put on, and the baggage we carry.
Based on the findings, a campaign called "I am okay" was created. This campaign aimed to provide both a physical and digital platform for people to express themselves and feel heard and understood. The name of the campaign derives from the common response of "I am okay" when asked how one is feeling, despite the thoughts that might be racing in their minds.
The main elements that dictated the visual identity of the campaign were chosen. The typography "Open Sans" was selected for its neutral yet friendly characteristics. The intention was to start with a simple typography that could be distorted and used to create unique visuals. Black and white were chosen as the primary colors to emphasize the individual messages of the community.
Approach
The selected typography was experimented with using processing software to merge creative coding with typography. Through this experimentation, unique results were achieved, showcasing the deterioration of the phrase "I AM OKAY" over time, transitioning from a neutral and relatable state to chaos.
The campaign consisted of two main components. First, a set of cards were created and placed in high commuting areas around Madrid for people to write down their inner thoughts causing anxiety and worry. Secondly, a video was produced to demonstrate the concept behind the campaign, evoking the feeling of anxiety.
To create a sense of community, a social media campaign was developed. People could view, share, and comment on the content, fostering engagement and ultimately scaling the community.