My work for a final degree project in Universiti Teknologi MARA. The work touches a sensitive subject during the time, Islamic State of Iraq and the Levant or commonly known as ISIS is running rampant in the news and a domino effect to that is the amplification of "Islamophobia".

Islam is a religion that teaches peace, based on a student field research from online forums and hallway surveys, the rising case of Islamophobia does not comes solely from non-muslims but from the reflection of muslims acts themselves. The project is called "It's Not What You Think", it is an awareness campaign to portray that not all muslims are bad, and in a way to show that there are bad apples in a society as well, and some actions will affect the whole community.

This student project takes the extremities of terrorism and flip it as a reminder and creating a stigma towards "bad" people who uses religion in bad ways.

Main Key Visuals: Using a very minimal look yet highlighting the extremities of terrorism with a quote of reflection to combat Islamophobia from the roots.

Visual verticals: Pop-up brochures is sent out for a more impactful message delivery.

Verticals: Other mediums is used to drive more impact digitally and conventionally. Using a simple Idea of elevator stickers to provide a contrasting message for viewers, when they enter they see a "negative" message and when the elevator closed, a message appears explaining that "It is not What You Think" to derive an impactful yet positive outcome.

Supplementary Key Visuals: To supplement the main Key Visuals, a refreshed visual using catchy colours to spread the message to counter Islamophobia.

-------------------------------------------------------------------

This project was awarded the "Best Art Direction" amongst 2 University batches of approximately 200 students during the Bold Alchemize Degree show held at MATRADE Kuala Lumpur.

___________________________________________________