Adopt NY (Independent Project)
Giving the homeless a home. A self-initiated ambient project launched fresh out of design school to prove that creativity can save lives.
I was a recent graduate (2012) hunting for my first job. Instead of just polishing my portfolio, I decided to apply my skills to a real-world crisis. I didn't wait for a client or a brief. I pulled strings, gathered materials, and executed this project on the streets of New York to show that design isn't just about aesthetics. It's about action.
Role: Creative Director / Art Direction, Design, Copy Writing
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Every year in the US, 4 million shelter animals are euthanized. The term means "good death," but there is nothing good about ending a life that wants to live. The challenge was to force New Yorkers to look this reality in the eye and consider adoption.
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I took the issue literally to the streets. I designed and physically built "homes" for homeless dogs and installed them in high-traffic areas of the city. These ambient installations transformed abstract statistics into a physical presence, disrupting the streetscape and forcing passersby to confront the potential pets they could be saving.
