Independent Project

For my final year project at University I dedicated this to creating an integrated advertising campaign focused around silencing your inner critic through the brand 'Bittersweet'. Bittersweet aims to target individuals aged 16-30 who have had an adverse childhood experience.

By personifying the inner-critics, both bad and good, through a vibrant illustrative style this would be easily translatable for the audience to recognise if they were experiencing these intrusive negative thoughts. Conceptually, I summarised these issues through exaggerated scenarios of responses to the inner critic, as well as this I created storyboards and scripts to assemble the content.

My idea stemmed from helping people gain greater self awareness through an educational application. Advertising material spanning from x3 moving image informative videos, OOH billboards promoting hypothetical commercial products related to the issue at hand and finally, an app full of digestible content to inform the public on how to battle their inner critic.