The National Institute on Alcohol Abuse and Alcoholism (NIAAA) “supports and conducts biomedical and behavioral research on the causes, consequences, treatment, and prevention of alcoholism and alcohol-related problems”. The goal of this project was to create an impact campaign that will capture attention.

I chose this institute to focus on because I have seen the affects that alcoholism can have on it’s victims and it is never a pretty things. I portrayed this disorder as a monster taking over the body.

These ads are to raise awareness of the monster that alcoholism truly is and encourage this facing these monsters to reach out for help. I created three monsters inspired by real demons. These monsters each have their own persona and represent three popular alcohol brands (Hennessy, Jack Daniel’s and Malibu.

The typography and colors were carefully selected in order to stand out from the ad’s surroundings as well as evoke fear. I wanted spark viewer’s curiosity of the intention of the monster on these ads.