This series explores the prevalent problem of digital addiction. I used to make a conscious effort to leave my phone behind when going to school, but now it seems to be constantly within arm's reach. It's the first thing I reach for when I wake up every morning. I believe that many people can empathize with this experience, especially after the pandemic when entertainment options were limited. This realization inspired me to create a campaign that draws comparisons between digital addiction and conventional addictions, such as smoking or substance abuse.
ART DIRECTION: PAUL SHERIFF