SHOWCASE
Hot Girls Walk
Campaign Design
2025
Academic Project · Speculative
Behavior-Driven Campaign for SeaTrees
A speculative campaign for SeaTrees that encourages students to choose walking over convenience. Instead of guilt, it uses confidence, humor, and participation to make climate action feel approachable.
ROLE
TIMELINE
SCOPE
TOOLS
Designer
5 weeks
Campaign Strategy, Poster Design, Visual Identity, Social Media Post
Illustrator, Photoshop, Strava
01 · Overview
Walking doesn't need a guilt trip.
SeaTrees restores coastal ecosystems, but that impact can feel distant from everyday life. This campaign reframes climate action as one simple, repeatable behavior: choosing to walk instead of drive. By replacing guilt with confidence and participation, sustainability becomes something people want to be part of.
02 · PROCESS
The Idea
I turned walking into typography.
Every letter was physically walked using Strava.
03 · VISUAL SYSTEM
COLOR PALETTE
TYPOGRAPHY
CUSTOM TYPEFACE
VISUAL LANGUAGE
04 · OUTCOME
05 · REFLECTION
A project I could actually run with.
This project challenged me to turn a real-world constraint into something personal. By building the campaign around my own experience as a runner, the concept became more authentic and the message more believable.
More importantly, it reinforced that sustainability doesn’t have to rely on fear or guilt. Sometimes the most effective behavior change begins with something people genuinely enjoy.
Next Project
More Parking, Less Thinking
Experience Design & UX/UI Design
Next