The Antagonist
The brief: create a concept based on a concept antagonistic in nature: regardless of the brand. We were given 30 minutes to develop this idea and mockups.
KitKat: "Don't Do It"
A cultural hijack that turns Nike's most recognisable line against itself. In a world that over-indexes on productivity, KitKat claims the opposite territory, and means it.
IKEA concept: "Some gyms are more fun than others"
An antagonist concept that reframes domestic furniture as fitness infrastructure. The bed isn't where you rest from your workout. It is where you workout.