Tanisha Hooda

Movember Movement Campaign

THERE campaign hero — white flowing lines on a black band over a white band

My Role: Art Direction · Copywriting · Visual Design

Built around the insight that men’s struggles are often unseen—and too often ignored—I created a slow-burn, 9-week campaign that unfolds in three phases. Using visually cryptic QR-style graphics, the work draws attention by withholding clarity, sparking curiosity and engagement before revealing its true message: just because you can’t see it, doesn’t mean it’s not there.

The three campaign phases — fragmented grid, dense pattern, and moustache with real QR code

For Phase 1, we take these 'broken QR code' looking ads and put them on everything we can! Benches, buses, subway ads, men's brands' clothing tags. This happens in the first 2 weeks of the campaign.

Phase 1 placements — subway billboard, clothing tag, bus, building billboard, and bus stop mockups

For Phase 2, we show the complete patterns and introduce the tagline of the campaign. This happens over the next 3 weeks

Phase 2 placements — escalator posters, bus stop poster, clothing tag, transit bench, and bus mockups

For Phase 3, we bring out the real QR code that takes you to a video and then to the Movember movement website.

Phase 3 placements — subway poster with the real QR code, A-frame sign, and hanging tag mockups

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