How Might Design Reframe AI Futures
Challenge
The brief was to choose a topic of personal interest and develop a campaign around it.
I selected Artificial Intelligence (AI), exploring the fear, uncertainty and misconceptions surrounding it.
I selected Artificial Intelligence (AI), exploring the fear, uncertainty and misconceptions surrounding it.
Goal
To create Flip the Fear, a bold, thought-provoking campaign challenging negative perceptions of AI. Through visual metaphors and supporting statistics, the campaign aimed to highlight AI's potential for growth, resilience and empowerment.
Outcome
A cohesive campaign featuring four metaphor-led posters, real-world mockups and an interactive app accessed via QR code. Using stairs, mazes, roads and signs, the designs transformed fear-based narratives into messages of clarity, confidence and adaptability.
A typographic staircase symbolises resilience, adaptability
and confidence, illustrating how embracing AI can create opportunities for growth.
and confidence, illustrating how embracing AI can create opportunities for growth.
A tangled road represents uncertainty surrounding AI, contrasting feelings of doubt with pathways towards clarity, confidence
and growth.
and growth.
An intricate maze represents the challenges and uncertainty associated with AI, highlighting how navigating the unknown
can lead to new opportunities.
can lead to new opportunities.
Contrasting warning and information symbols encourage audiences to reconsider AI, shifting perceptions from fear and uncertainty towards understanding and opportunity.
CAMPAIGN APPLICATIONS
Outdoor · Print · Digital
Outdoor · Print · Digital
INTERACTIVE EXPERIENCE
Connecting Print & Digital Through QR Technology
Connecting Print & Digital Through QR Technology
INTERACTIVE FIGMA PROTOTYPE
Exploring AI Through Interactive Design
Exploring AI Through Interactive Design
