National Eating Disorder Association
Dieting is Dangerous Campaign
A self-initiated project to raise awareness about the dangers of dieting without reference to gender, race, age, or socioeconomic background. Dieting is the single most important risk factor for developing an eating disorder. 35% of “normal dieters” progress to pathological dieting. Of those, 20-25% progress to full blown eating disorders, including anorexia and bulimia. My goal was to encourage New Yorkers to consider a new perspective about their associations with dieting, to understand the lengths that people will go, no matter the dangers.
Taking inspiration from Rene Magritte’s Treachery of Images and the famous, “Ceci n’est pas une pipe”, a print advertising PSA was created with objects that are sometimes associated with weight loss efforts.Digital and print assets including postcards, social media marketing, and billboards were created for the non-profit organization, the National Eating Disorder Association.
Cigarette
Drunkorexia
Ozempic
Pregorexia
Anorexia
Intermittent Fasting
Diet Soda
Bulimia
Orthorexia
Climate Awareness: Respect Your Mother Campaign
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Creative/Art Direction, Copy Writing
DesignIndesign, Illustrator, Photoshop
A self-initiated advertising campaign to advocate for advancing plant foods to create a sustainable, nourished, and climate-friendly future. I used the literary device of double entendre to emphasize two interpretations of the concept of “mother”.
The first interpretation demands respect of the maternal mother and the imperative to eat vegetables for a healthy body. The second interpretation demands respect for mother nature by adopting a sustainable plant based diet for a healthy planet. The campaign exists as print and digital assets including posters, postcards, clothing and social media campaigns.
NYC Health: Mental Health First Aid Campaign
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Client: NYC Health
Agency: TruVgd
Concept, Copywriting, Graphic Design, Motion GraphicsIllustrator, Photoshop, Indesign, AfterEffects
