Take Back Time
Take Back Time
Take Back Time
ABOUT
"A motion designer who experiments with AI throughout his work, Liam Queenan knows how to use striking visuals in a powerful, but not overwhelming way. This project was a response to the D&AD New Blood brief for watchmaker Christopher Ward, and builds an anti-doomscrolling movement through bold design and memorable copywriting." Rob Alderson, DesignWeek - "Class of 2025" Feature.
PROCESS
Social media is something that is deeply imbedded within Gen Z - estimating that 98% of those born between 1997 and 2012 have some form of online social presence. Evidence suggests links between social media and depression, anxiety and body dysmorphia, especially for those currently in education. Furthermore, "Doomscrolling" has also grown into an issue since the rise of short-form content on platforms like TikTok, Instagram and Youtube. As we all may have experienced, once you start scrolling it can be hard to stop which in moderation is supposedly okay. But the over-consumption is the killer, re-wiring your brain and dopamine receptors, resulting in short attention spans.
With the problem identified, it was time to implement how Christopher Ward can be used as a symbol to not only tackle the on-going doomscrolling and social media crisis, which should also drive brand recognition.
The idea was to create an series of ads to pair with a campaign/movement to "Bring back time". A movement against the time lost to screens. An initiative to help those in need to put their phones down and make up for lost time in the real world, using Christopher Ward as the anchor to do so.
Client
D&AD New Blood
Take Back Time
Take Back Time
Take Back Time
ABOUT
"A motion designer who experiments with AI throughout his work, Liam Queenan knows how to use striking visuals in a powerful, but not overwhelming way. This project was a response to the D&AD New Blood brief for watchmaker Christopher Ward, and builds an anti-doomscrolling movement through bold design and memorable copywriting." Rob Alderson, DesignWeek - "Class of 2025" Feature.
PROCESS
Social media is something that is deeply imbedded within Gen Z - estimating that 98% of those born between 1997 and 2012 have some form of online social presence. Evidence suggests links between social media and depression, anxiety and body dysmorphia, especially for those currently in education. Furthermore, "Doomscrolling" has also grown into an issue since the rise of short-form content on platforms like TikTok, Instagram and Youtube. As we all may have experienced, once you start scrolling it can be hard to stop which in moderation is supposedly okay. But the over-consumption is the killer, re-wiring your brain and dopamine receptors, resulting in short attention spans.
With the problem identified, it was time to implement how Christopher Ward can be used as a symbol to not only tackle the on-going doomscrolling and social media crisis, which should also drive brand recognition.
The idea was to create an series of ads to pair with a campaign/movement to "Bring back time". A movement against the time lost to screens. An initiative to help those in need to put their phones down and make up for lost time in the real world, using Christopher Ward as the anchor to do so.
Client
D&AD New Blood