Concept: Visualizing PFAS Awareness
This speculative project develops a strategy against the proliferation of PFAS, or "forever chemicals." With these toxins found in the blood of nearly 99% of humans, the creative challenge was to make this invisible, bio-accumulative threat feel tangible and urgent.
Concept 01: The Juxtaposition
We used contrast to create unease by pairing the innocence of a newborn with aggressive typography. The headline plays on the phrase "he has his mother's eyes" to reveal a harsh truth: PFAS are transferred from mother to child in utero. This turns a familiar moment of joy into a serious call to action.
concept 02: THe silent stalker
We shifted the tone to a psychological thriller to personify PFAS as an inescapable predator. By embedding menacing faces into everyday textures like breakfast in a non-stick pan or the fibers of a stain-resistant carpet, we visualized the danger lurking in our homes. The copy reinforces this paranoia by reminding the viewer that these chemicals are constantly following them, regardless of where they live or what they do.
Concept 03: Radical Honesty
This direction challenges the consumer by asking a simple question: would you buy this if you knew the truth? We reimagined standard packaging to expose the hidden ingredients usually concealed by marketing. By swapping "SPF 50" for "PFAS 50" on sunscreen or labeling meat as "Grass Fed PFAS", the creative forces the audience to confront the reality that these toxic chemicals have infiltrated the entire supply chain.