“This Is America” is a self-initiated, social awareness campaign designed to educate, raise awareness, and cultivate empathy in a time where unity was crucial during the COVID-19 pandemic.
YEAR: 2020
TYPE: Social awareness campaign
ROLE:
+ creative direction
+ digital art
+ messaging
+ social media
challenge
Amidst the COVID-19 pandemic, there was a concerning surge in hate crimes, racism, and discrimination, exacerbating social divisions at a time when unity was crucial.
Solution
As a response, "This Is America" emerged as a passion project with an objective to design digital art that not only held meaning but also possessed the strength to educate, raise awareness, & cultivate empathy. The outcome exceeded expectations, resonating with a broad audience & unexpectedly went viral online.