michelle chiu (art director + copywriter)
sus it out
Challenge:
Reimagine typography’s role in the tension between freedom V.S. law & order.
Problem:
45% of Gen Z digital natives get their news from social media,
but fact-checking is being scrapped from these platforms.
Insight:
Different fonts are associated with varied levels of trustworthiness.
Idea: Sus it out.
[Case Study video at bottom.]
Monotype Polygraph: A lie detector to tell the truth.
OOH:
Associated Press x April Fools’: Comic Sans news takeover by Monotype.
AD – Michelle Chiu, Kianna Navard
CW – Michelle Chiu, Robert Koumarelas