Common Thread

The Black Sheep Collective wanted to promote submissions for their upcoming public art project, Common Thread, in which sexual assault survivors from all walks of life will be photographed in the clothing they wore when these traumatic events took place.

It was important to keep the campaign discreet so as to not trigger or overwhelm potential participants. We achieved this by creating minimal posters that allude to the project's theme and by leveraging the collective's mysterious persona in a way that invites viewers to scan the QR code and find out more about the project.