The Ministry of Social Development in New Zealand partnered with Vice on an impactful initiative targeting young New Zealand men aged 16-19, focusing on navigating relationships and breakups. Their research revealed that a significant majority of young people—55%—lacked confidence in ending relationships without causing harm. This undertaking, known as Love Better, is part of Vice's Own The Feels vertical on both Vice AU and NZ platforms.
I had the privilege of leading this campaign from a design standpoint, crafting a visual identity that not only aligned with government standards but also resonated with boys aged 16-24. This task presented a beautiful challenge, and I thoroughly enjoyed the process.
My responsibilities encompassed art direction and designing the visual identity, creating compelling video content, developing illustrations and providing art and video direction, refining image treatments, and framing the editorial aspects of the campaign.
Agency: Ministry of Social Development, Clemenger, Vice AU.
As seen on: The Guardian, CNN, New Zealand Herald and more.
