This final project entailed creating a series of three PSA ads. The ads were created to address an issue or topic affecting the individuals and communities in our society.
The topic I chose is social contagion. In other words, to help people break free from the crowd frenzy. The demographic I hoped to reach was primarily the younger generation, but not exclude those who are older. I think it is an issue that affects most people regardless of age. 
There is a term for this that is commonly known as groupthink. I wanted to hone in on the fact that most people want to be a part of a crowd or group, and often do so without thoroughly thinking things through beforehand. 
In my posters, I wanted to highlight the individual that chooses not to follow the crowd and to go their own way.

In this ad, I chose a school of fishes heading into danger whilst the one fish chooses not to follow the crowd and therefore is safe.

I created the images by cutting the shapes out of the newspaper. I chose the newspaper because it is symbolic of messages that we tend to hear around us, often misleading or false. And then people tend to act unthinkingly when it involves a crowd. "If everyone else is following this "trend," then so must I."

Following the same pattern as with the school of fishes, I used the newspaper, and cut and tore out the different shapes. I wanted to show a herd of sheep, acting in unison, running over a cliff whilst one decides to not follow the crowd, overcome its instincts, and turn against the group.

I chose to illustrate a group of moths heedlessly moving in a direction that could lead to harm. One of the moths chooses to not follow the others and flies away from the possible danger ahead. 
We often tend to go after "shiny" objects, without thinking about where they will lead. I worked with the same materials as the other two posters to keep all three thematically and visually cohesive.

For all three PSA ad posters, I chose Klint std. font. I chose this font for its modernity and as a contrast to the serifed font of newspaper print. 
I highlighted the word "Tame" in a color that complimented the background, was cohesive with the other posters and brought attention to the word itself.

I worked with newsprint, cut and laid out on a black poster board (except for the fish, for which I used a blue pastel paper). Arranging them in many different compositions, taking pictures after each composition. I later brought those photos (taken using an old iPhone 6s plus) and worked with them in Photoshop. I worked with many layers to create the images posted above. 

This project took many efforts and iterations. Including much research. I hope that the final images capture the messaging I was striving for and will have the impact intended.