The Working Dead

Art Direction | Strategy | Graphic Design

2023 | OCAD University | Professor Anthony Kerr
In collaboration with Kayla Zhang, Baixin Gong

Tools: Ps, Ai, ChatGPT, Midjourney, Adobe Stock

Mock-Ups

Coffee Shop

Local cafes are ideal placements as they attract the specific demographic of remote workers who seek a comfortable work environment.

Cafes provide networking opportunities and have community bulletin boards. The positive and relaxed atmosphere of cafes creates a favourable association with our campaign message.

Even if our target audience don’t work here, cafes have significant foot traffic, making them suitable for reaching a wide audience, including remote workers who might visit these cafes for a break, socializing, or leisure rather than work.

Shopping Mall

Shopping malls attract a wide range of people, making them perfect for capturing a large audience.

Ads displayed consistently in malls leave a lasting impression, boosting recall.

The everyday products and services in malls naturally tie workspaces to daily life, making the message more relatable.

Even remote workers, who may avoid offices, still visit malls—making it easier for them to connect with the ads in a familiar setting.

Billboards

Highway + Local

Billboards dominate major roads and highways, grabbing attention where people can't simply skip or turn them off.

Strategically placed along common work routes, they capture the daily commute crowd.

With their bold size and constant presence, billboards deliver urgent messages that stick with people, influencing thoughts and actions.

Locations are carefully chosen, from business districts to office-heavy areas, making sure the ads reach the right audience.

Billboards - Local

Downtown areas buzz with professionals and urban dwellers, making it the perfect spot for ads to reach the right audience.

With high foot traffic from shopping, business, and socializing, ads here get maximum exposure and visibility.

Transit

Bus stops are prevalent in urban environments, where workplaces, businesses, and offices are concentrated. Placing the campaign in such locations ensures that it reaches a relevant audience—those who are likely to be employed and understand the context of the workplace concerns addressed by the campaign.

Bus stops are also locations where people pause, this provides an opportunity for them to engage with the campaign materials, read the message, and absorb the visuals.

Direct Mail

A Trifold brochures offer precise targeting, reaching remote workers and businesses right at home.

Tangible and packed with information, they deliver the message directly to the audience’s doorstep.