waniyah farah - The Fear Shift: How Might Design Reframe AI Futures

Challenge

The brief asked me to choose a topic of personal interest and design a campaign around it. I selected Artificial Intelligence (AI), a subject often surrounded by fear, uncertainty and misconceptions.
The challenge was to communicate the tension between fear and opportunity, while making AI feel more human and approachable.

Goal

The aim was to create a bold and thought-provoking campaign, Flip the Fear, that challenged public perceptions of AI. Through strong metaphors, striking visuals and supporting statistics, the campaign highlighted AI’s potential for growth, resilience and empowerment. The strategy included posters, mockups and an app accessible via QR code.

Outcome

A cohesive campaign of four posters built around visual metaphors (stairs, mazes, roads and signs) to show the shift from fear to growth. The designs were supported with relevant statistics, expanded into real-world mockups, and extended into an interactive app. The project reframed fear-based narratives into a message of clarity, confidence and adaptability.

“Is AI holding you back or helping you climb?” This poster visualises AI as a staircase built on resilience, adaptability and confidence, a metaphor for how embracing AI can elevate growth rather than cause fear.

“Stuck, confused, or ready to move forward with AI?” A chaotic road system represents the doubts and overwhelm around AI, contrasted with clear pathways of support, clarity and confidence.

“Are you stuck in fear or stepping into the future with AI?” The maze visual highlights the hesitation many face with AI, while also showing that navigating challenges can open new opportunities.

“Do you see a warning or an opportunity with AI?” Using caution signs as symbols, this poster provokes audiences to rethink AI, shifting from fear and risk to trust and potential.

The posters placed in real-world contexts such as bus stops and public spaces to show how the campaign would engage audiences in everyday environments.

Scanning the QR code opens an interactive app experience, guiding users to reframe their fears about AI through quick facts,
self-checks and beginner-friendly learning resources.