The real “F word”

Brief: A social-first, issue-centric campaign that reframed “factory farming” as “the real F word”, one that deserves to be treated as a dirty word. Built for Instagram and younger, edgier audience, the campaign took a bold, irreverent tone linguistically and in iconography to cut through the feed while maintaining the integrity of the serious subject matter. As a brand flex, its visual language drew on the core The Humane League identity but gave the campaign’s and format room to lead, moving past the brand’'s usual conventions.

Role: Art direction, graphic design

Tools: Photoshop, InDesign, Illustrator,

Outcomes: The goal of this project was to test new visual and language tactics to reach new audiences primed to grow our social engagement. Additionally, this campaign had a goal to acquire new influencer relationships. We gained 3 new partnership unique relationships whose tone aligned with this newly trialed edgy voice—including Nikki Glazer. We acquired 61 new followers directly from campaign social content and 85 conversions on action-driving content.

Video edits created by my colleague

Instagram posts with community reactions

Influencer partnership post with campaign apparel (@EdgyVeg)

Community member on the ground activation

Process

In collaboration with the social team and content writers, we developed the tone, look, and feel for the campaign. I looked for visual inspiration that borrows from our core brand language while leaving room for the channel and concept to lead where the brand could flex to achieve our goals. I compiled inspiration and presented mood boards for feedback before drafting initial visual concepts.