Dry January Challenge
Campaign identity + Art direction
Alcohol Change UK approached us to promote 2026's Dry January® Challenge by encouraging participants to download Try Dry®, a free app that helps users cut down on drinking.
We created a playful campaign that hooked people on the benefits of abstaining from alcohol: saving money, better health and improved lifestyle. Using fun wordplay, bold typography and kistchy photography, we created a digital-first campaign that ran ads across all social platforms and streaming apps. I worked on the campaign's art direction and visual identity, designing typographic treatments and asset layouts.
Years
2026
Collaborators
Creative Agency: Shape History
Art Direction: Claire Cheung, Zoë Dawson, Geli Luna
Design: Geli Luna, Mareena De Guzman Khawar, Zeina Boukhaled
Copywriting: Joe Walsh, Zoë Dawson, Robi Ganguly
Strategy team: Lewis Parker, Ayesha Gardiner
Production: Andrew Neilson, Julie Ngalle, Wayne Nguyen
Photography: Bruce Anderson
Set Design: Vicky Lees
Styling: Brittany Taylor-Murray
H&MU: Danielle Farrington
A few typographic studies I played with before setting on a chunky slab serif.
All photography was shot by Bruce Anderson in a two-day studio shoot. We prepared shotlists for set design, styling and casting, with creative direction from Zoë Dawson and Claire Cheung.
