new york, new york
A collaboration with McCann advertising, the advocacy group Shatterproof, and Makerie Studio, this interactive installation popped up at Herald Square in New York to raise awareness about opioid addiction as a disease, rather than a personal weakness. We designed and executed an oversized, anatomically accurate floral “brain” made up of 9,000 carnations. The carnations represent the healthy brain, and the black paper poppies by Makerie Studio, represent opioids. Every day more black poppies were added to demonstrate how opioids take over the brain. At the end of the final day, the public was invited to remove the black poppies; in each poppy was hidden a special message of hope.
Planning partner: McCann Health