Fakelock

Fakelock is an awareness initiative about the distance between real life and the life performed for likes, views and trends. The campaign asks people to protect their individuality instead of letting online attention define their choices.

The visual language makes that pressure tangible. Saturated colour, altered faces and a striking Arabic headline turn an abstract social issue into a direct encounter. Posters explore being treated as a commodity, losing purpose in the pursuit of fame and changing yourself through filters. A short film, an interactive poster and a catalogue extend the same conversation into different forms.

A connected awareness campaign spanning posters, motion, an interactive comparison and editorial pages. Each format returns to the same message: live a real life and do not let a trend change you.