HEY, HOW ARE YOU?
The design of the campaign was intentionally stark. Launching in the VMA’s, the initial strategy was to stand out against an extremely loud chorus of the boldest sound and visual deluge. How to do that? We started with a little check-in. How are you? The tone begins unassuming and empathetic, but quickly pivots and looks to capitalize on our collective powers of influence. Using the simple typographic executions, we could build a campaign that tackles issues on the fly, responding to the landscape in real time.