SUMMARY
Look Up is an anti-technology awareness campaign that uses nostalgia and irony to challenge our screen habits. Inspired by 90s-era poster design, the campaign features eye-catching visuals paired with bold QR codes, inviting interaction, only to cheekily call it out. When scanned, each code reveals a playful message like, “Caught you. Now get off your phone!”, a surprising twist meant to spark self-awareness. Born from research and feedback about our growing disconnection from human to human, this project serves as a visual reminder of the real life waiting for us beyond our screens.
challenge
I noticed a disconnect between how digitally connected we are and how emotionally distant we’ve become. As someone born in 2002, I grew up straddling two worlds: one where connection meantplaying outside with friends, and another where screens became central to everything we do. I saw and continue to see how tech reshapes social life. Conversations with peers, observations of daily screen habits, and research on screen time and loneliness revealed a need: not just to disconnect from tech, but to reconnect with each other. This gap inspired my campaign that offers a visual, ironic reminder to look up from our screens.
Outcome
The project evolved from product-based ideas into a public-facing awareness campaign. Drawing from peer feedback and real-world behaviors, I created a series of print posters designed to interrupt everyday spaces with a moment of reflection. Rather than telling people to disconnect, it invites them to reconsider their habits, meeting them where they are, using the very tools we’re addicted to as a way back to human connection.
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