Real Scary is a project that sees the dangers of Overfishing, Factory Farming, Oil Spills, and Pesticides brought to life in the form of grotesquely terrifying Halloween masks. My partner, Laura Tribble, and I ideated and developed this exciting initiative for WWF-Canada through the Sid Lee Collective platform.
We worked with 3D artists to create photorealistic illustrations of the issues. The renderings were then applied to moulds to recreate the digital textures. The designs were printed on acrylic sheets, heated and formed into the final product.
The masks themselves were on display and sold at a pop-up exhibition the week before Halloween 2016. The event was a curated creative experience designed by myself in collaboration with our production team. Posters, cinemagraphs, social posts, a microsite and a promo video also accompanied the launch. All proceeds made from the exhibition and the sale of the masks went to creating meaningful change in the face of these monsters.
Agency: Sid Lee Toronto
Executive Creative Directors:
Jeffrey DaSilva, Tom Koukodimos
Creative Directors: Kelsey Horne, Alexis Bronstorph
Associate Creative Director: Ryan Lawrence
Copywriter: Laura Tribble
Art Director: Pete Sherrah
Producer: Kelsey-Lynn Corradetti
Project Manager: Michelle Caldaroni
Coordinator: Anbar El Mokri
Photographer: Zach Hertzman
Sound Designer: Jared Kuemper, 69 Berkeley
Production House: Tendril & FlixFx