Skepticism Is Sexy, because blindly believing stuff is a bad look. 

This campaign is all about getting people to pause – even for a second – and think about what they’re consuming. It targets the mindless moments we feel when scrolling, waiting, commuting or zoning out, and gives them a little slap in the face (in a nice way). 

Set in everyday UK spaces like bus stops, GP waiting rooms, and train platforms, this campaign uses bold type, sharp humour, and sarcasm to nudge people from passive to active information consumption. With eight key visual posters, contextual spin-offs, a full brand identity system, and campaign strategy, Skepticism Is Sexy blends behavioural design thinking with visual communication as a healthy reminder that questioning things is kind of hot.

Planning to work in the Creative Industries.