Campaign Posters & Process
Awareness Campaign
Mental health struggles often remain invisible until emotional pressure reaches a breaking point. This conceptual awareness campaign for Verity Mind Institute was created to encourage young people to view conversation and therapy as a first step toward recovery. Built around the message "Pause Tension, Play Conversation," the campaign translates psychological tension into a familiar media player metaphor, using pause, rewind and play controls as symbols of emotional choice and personal agency.
The project was initially developed as a physical poster campaign before being expanded into a motion piece for social media. Both formats share the same visual language, ensuring a consistent narrative across print and digital media. The result is a campaign that combines branding, storytelling, typography and motion design into a single communication system.
The foundation of the campaign is built upon a cohesive triptych of posters designed to be displayed side-by-side to tell a continuous chronological story.
The first poster represents the emotional climax, showing a young man screaming while his face visually separates from his head, symbolizing overwhelming psychological tension.
A custom media player interface reinforces the concept, displaying tension.mp3 alongside a pressed pause button at the moment the breakdown is interrupted.
The central typographic poster delivers the campaign message, "Pause Tension, Play Conversation," accompanied by the supporting line "You are in control".
The typographic system integrates pause and play icons together with subtle glitch treatments applied to the word tension.
The final poster presents the same subject in a calm emotional state with the play button activated and conversation.mp3 displayed in the player,
suggesting that opening up and starting a conversation can become the beginning of healing.
Starting point for the first poster
Photo manipulation process
The visual concept originated from a single expressive portrait that conveyed a powerful sense of emotional pain. To externalize this invisible pain, the portrait was digitally manipulated so that the subject's face appeared to detach from the rest of his head, transforming the image into a metaphor for psychological overload rather than physical reality. A custom media player interface was designed in Adobe Illustrator to become the campaign's central visual device, while the typographic system integrates pause and play icons. Every visual decision was made to reinforce the campaign message while maintaining a clean, contemporary aesthetic suitable for both large-format outdoor advertising and digital communication.
Building on the poster campaign, this motion piece translates the original concept into a cinematic experience for social media. Created in Adobe After Effects,
the film expands the visual narrative through carefully paced transitions that gradually build emotional tension before resolving through the campaign's core message.
Rather than simply animating the posters, the motion piece introduces rhythm and progression, allowing the audience to experience the emotional journey from
tension to conversation. Sound design was treated as an essential storytelling device throughout the film. The experience begins with subtle internal sounds
that evoke the subject's psychological state, gradually building emotional tension before giving way to external cues, such as the climactic scream, which marks
the peak of emotional overload.
Carefully crafted UI sounds reinforce the media player metaphor, creating an immersive and believable user
experience that strengthens the campaign's central concept. The film concludes by returning to the campaign's typographic statement, leaving the audience with a clear
reminder: You are in control — Pause Tension, Play Conversation.
AI-generated character variations used as a foundation for character animation.
Conversation is at the heart of every meaningful collaboration. Listening, asking the right questions, and understanding
the story behind the project are what transform ideas into meaningful visual experiences.
If you're ready to create something meaningful, I'd love to hear your ideas.