The Work

Twisted Future

The Idea

We created a series of advertising posters to help the nonprofit MiracleFeet create awareness for children born with clubfoot, a birth defect where the foot is twisted out of shape or position. The condition creates an environment in which parents are deeply ashamed.

Families assume it’s some sort of witchcraft, communities consider clubfoot a curse. It often leads to abandonment, poverty and abuse.

The Execution

We partnered with Sáo Paulo native illustrator, Arthur D’Araujo. Our goal was to capture the rawness and emotion of the unique subject matter with an illustration style that felt right. We settled on a etched, scratchy approach complete with custom, hand crafted typography to really payoff the concept.