Clairol – Streak Shop

Look Up is a campaign I created to bring awareness to the addiction to social media. In our generation today many people don’t see the harm in just scroll through Instagram or Facebook or Twitter. It became the new normal for our society, however, it is an addiction and something many people struggle with daily.

When beginning to sketch out ideas I wanted to create something that would catch a viewer’s eye whether they were walking, running, biking, in a car, in a bus, etc. I wanted something that would pop and the viewer really took the information on it. I thought about how people look at the daily while walking around a big city. So that is what I wanted to capture. People looking down at their phones while real life was still going on around them. I made the background of the image black and white while having the people on the crosswalk in full color. Then in big bold red letters, I put a static about how many people suffer from addiction to social media and the internet.