Brand Promo

2017 Applied Arts - Design Awards - Poster Series
2018 HOW Design - International Design Awards - Poster Category

With just a flash of imagination (and a touch of their phone) Toronto high school students can discover where to go to turn their passion into a profession with OCAD University’s revealing new flash-activated poster.

As Canada’s biggest art and design post-secondary institution, OCAD University has a reputation for producing innovative talent in the creative industry. They wanted that reflected in this piece to create an experience that would create a more lasting impression that was in line with their brand.

I explored the limitations of a printed piece and added an interactive element that challenges the traditionally passive role of the viewer. I wanted to illicit surprise from the students to encourage them to share the poster via social media.

Several large-scale posters were developed in the OCAD brand magenta with a grid of dots overlaid to conceal the hidden messaging. Within a field of black dots, white dots form the words REVEAL YOUR FUTURE which serves as a hint, as well as a call to action. Instructions at the top left corner further urges students to take a flash photo of the poster. Revealed in the photo taken is the full, previously hidden message that forms the full campaign slogan around the already visible one.

The messaging was crafted to appeal to two groups of high school students:
1) Students who already knew they wanted to pursue a career in the field of art and design who respond well to visual reaffirmations.
2) Students who love art and design but don’t know how to turn their passion into a career.

Read about my behind-the-scenes process here.

  • Creative Direction
  • Graphic Design
  • Copy Writing
  • Production Coordination