Senior Art Director, New York
Senior Art Director, New York
We were asked to create a graphically-led campaign that used typography to promote peace, dignity, and universal human rights around the world. We explored many different facets of the UDHR as a basis for this campaign, ultimately settling on the very freedom to belong.
Google's Noto typeface served as our inspiration in its ability to overcome the obstacle of unrecognized type, or, "tofu." We decided to use our campaign to talk about this typographic achievement in how it relates to humanity. If words can't be read or seen, how can humans be heard or understood? How can they belong anywhere?
The result is a campaign showcasing how a technological achievement can translate to a humanitarian endeavor. When all languages can be recognized, we can all belong here.
In Partnership with William Engebretson.
D&AD 2022
WHITE PENCIL WINNER
GRAPHITE PENCIL WINNER
Art Directors Club 2022
Bronze Winner / Craft in Online / Mobile Use of Technology
Bronze Winner / Craft in Online / Mobile Copywriting for Digital
Merit Winner / Integrated Digital Campaign
CA Communication Arts
Award of Excellence
New York Festivals
Bronze Winner / Film Craft / Script & Copywriting
The story about how a technological achievement in typography became a humanitarian endeavor for good.
Please scan the QR code to experience our AR-enabled Snapchat lens.
Digital billboards in Times Square reveal Ethiopic characters behind tofu boxes.
Tibetan characters are revealed using facial recognition technology as users look up at the billboard.
Users reveal Cherokee characters using AR technology on their phone.
Art Directors Club 2022
Bronze Winner / Craft in Online / Mobile Use of Technology
Bronze Winner / Craft in Online / Mobile Copywriting for Digital
Merit / Integrated Digital Campaign