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Im Living (Key4Life, DAD)

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A typographic campaign designed to resonate with teenagers involved in knife crime. Through inspiring messaging, we challenge them to break the cycle and open their minds to brighter opportunities.

Our Instagram story aims to be impactful and shareable to reach as many people as possible. The animation takes the audience on a visual journey from existing to living. It portrays a transition in mindset around an individuals circumstance.

The story begins with the negative emotions that lead young people into knife crime. The obscured feelings convey the nuanced message that knife crime is never clear cut. The dynamic verbs that follow challenges the audience to take action and change their lives for the better.

Made in collaboration with Caspar Bailey.

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