Integrated Visual Campaign
team:
mariia genkina
Gayoung KIM
AWARDS PROGRAM:
D&AD New Blood Awards 2023
BRIEF BY:
Google x HMCT
Roles:
Art Direction
Narrative Development
Typography System
Campaign Design
Thematic Pillars:
MENTAL HEALTH AWARENESS
TYPOGRAPHY AS EMOTIONAL VOICE
MULTISENSORY EXPERIENCE DESIGN
WHAT IF TYPOGRAPHY COULD REVEAL THE EMOTIONAL SHIFTS OF BIPOLAR DISORDER? SPLIT IN TWO TURNS TYPE INTO EMOTION — MAKING CONTRADICTION VISIBLE, SPARKING EMPATHY, AND CHALLENGING STIGMA.
Split in Two was developed for the D&AD New Blood Awards 2023 in response to the Google x HMCT brief. The campaign confronts stigma and misunderstanding around bipolar disorder through a typographic concept that visualizes internal emotional shifts. Each element — from layout to type — mirrors the emotional duality of manic and depressive states. The project invites audiences to feel the instability of bipolar experience, while offering practical tools for empathy and awareness. With a voice that is both sensitive and striking, the campaign challenges stereotypes and offers a more visceral, human, and emotionally resonant way to communicate mental health.
