Moral Criminal
Client: Electric Theatre Collective (ETC) | 2022 | Art & Creative Direction, Copywriting, Illustration, Photography
In collaboration with student Nicholas Holdsworth
Brief:
Create something that 'isn't allowed' (without breaking the law)
We were tasked with producing a piece of communication that 'isn't allowed' the work should be impactful and subvert expectations.
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Insight:
Everyone follows the unwritten rules of society
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Solution:
A rebellious movement rejecting social conformities mainly in the form of a guide booklet.
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Creative Direction:
Guide book to being a social criminal. Contrasting layout. Instruction manual to being a good citizen crossed out/drawn over. Photography of unwritten social rules being broken.
Tone of Voice:
Cheeky, Disobedient, Charismatic
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