Strategies of Survival (SOS) was created and conceptualized as a branding project. SOS designs possible end of the world scenarios by the fault of humans. The SOS endcamp is where amateur survivalist and enthusiasts go to test their skills and learn about sustainability. The goal of this ad campaign was to promote and recruit individuals to sign up for the SOS camp.

With that in mind I set out to create a set that would scare the viewer with a menacing message at first to catch their attention, “AN END WORSE THAN DEATH”. Then by educating them on the devastating future the sixth mass extinction will bring, they are faced with a problem. As they find the other two poster ads they are presented with the solution of living sustainably. And finally presented with the challenge of joining the SOS endcamp. To engage the viewer pieces of a QR code where hidden within each add. Once they are assembled the background image is whole and the QR code becomes scannable so that they can reach the website and sign up.

In the end I stayed true to their core mission, which is to engage and educate the public about the real implications everyday actions have on the earth. And I was able to design a campaign that kept in mind the users flow to reach SOS’s goal of bringing people to their website to join the camp.