I created this campaign for a responsible advertising assignment. The goal was to promote a cause through design. I chose reading, specifically, the idea that books launch readers into new worlds. I built the concept around a visual metaphor: a child opens a book as a rocket blasts off in front of them, symbolizing the journey a story can spark.
Today’s world is full of distractions, and reading often gets pushed aside, especially by younger generations. I wanted to avoid the typical PSA vibe and instead remind people that reading fuels imagination and adventure. The challenge was to make that message feel fresh, exciting, and visual.
I centered the entire concept around books as portals. I designed a quiet moment, a kid sitting peacefully with an open book, and then exploded the scene into something larger: a rocket launch, astronauts, a cosmic storm. I used dramatic lighting, movement, and scale to create a cinematic mood. I added a QR code linking to Penguin Young Readers to give the piece real-world purpose and accessibility.
I rolled out the campaign across several formats, from print ads to digital mobile layouts. Every version reinforced the same message: reading isn’t passive, it’s powerful. The visual tone leaned into wonder and emotion, meant to speak to both young readers and the adults guiding them.
BACK
