Be Mindful Case Study

This project was created to be a series of video campaigns, similar to The Truth intitivative, detailing the debilitating and detrimental effects of social media.

When initially sketching and brainstorming, there was a heavier focus on statistics and humor to help it stand out
from its contemporaries (such as the aforementioned Truth campaign), albeit that aspect of it was made more abstract and toned down as production went on.

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When creating the Be Mindful campaign, there was a good bit of consideration taken into how the PSAs would look and feel. What started out as a series of infographics with stick figure slapstick to accompany the information quickly turned into something much more refined; much more minimalist.

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As work on the campaigns evolved, the look and feel of the project evolved with it; with changes such as moving from a pastel color palette to a soothing blue color palette, accented by red in order for the statistics to stand out to the average onlooker from a distance. With the tone and imagery finalized, it was time to incorporate it into a cohesive brand: a website and several posters outlining the statistics were created as a way to both advertise the brand, as well as provide easy places to collect – and for people to digest the information.