WWF
Smile Campaign
PROJECT OBJECTIVE
To turn thousands of real smiles into a dynamic, uplifting poster design that visually communicates WWF China’s message of positive action, while maintaining clarity, artistic coherence, and impact at out-of-home scale.
CLIENT
The World Wide Fund for Nature
LAUNCH YEAR
2022
LOCATION
China
OVERVIEW
For the WWF Smile Campaign, Immersive International partnered with WWF China to promote the idea that positive action can drive meaningful environmental change. The campaign featured a large-scale mosaic made from tens of thousands of people’s smiles, showcased through video and OOH posters across major Chinese cities. My role focused on poster layout design, transforming the mosaic concept into a clear, impactful visual for print. Although I was not involved in the original concept development, I created multiple layout iterations, refined typography and hierarchy, and ensured the final artwork was balanced, emotionally resonant, and production-ready for various OOH formats. The result was a bold, optimistic poster that extended the campaign’s message and complemented the video component.
The poster needed to feel positive, dynamic, and artful, echoing the motion and emotion of the accompanying campaign video. With tens of thousands of smile tiles forming the primary image, the layout had to strike the right balance between detail and simplicity.
1/1 POSTER LAYOUT DESIGN