Campaign Design ⁕ Illustration

Extra Grind Poster Series

The Challenge: Advertising often feels like an exclusive club, yet some of its best talent is found in the “extra grind” — the hours spent honing the craft after the 9-to-5. To support Superhuman’s launch of Extra Grind, a volunteer-run ad school, we needed a visual campaign that authentically connected with this community of ambitious, late-night creators.

The Solution: I developed an 8-piece poster series designed to reflect the duality of the student experience. Using glow-in-the-dark elements, the posters physically transform from depicting one message in the light to another in the dark. This hidden layer serves as a metaphor for the secondary life of a creator: working one job by day while building a new career by night.

🏆 Gold Award for Poster Campaign - AdFed MN - The Show 2019
🏆 Best of Show for Design - AdFed MN - The Show 2019
🏆 Regional Silver Award - American Advertising Federation District 8 - 2019