PAID AS ONE
Hired as one. Expected to be five.
THE CAMPAIGN / 02
PAY THE SCOPE.
A campaign about design roles that quietly expand across branding, UI, motion, video, copy, strategy, research and AI — while the salary stays still.
THE CHALLENGE
Job descriptions increasingly collapse several specialist roles into one. Versatility is praised, but the broader responsibility is often treated as free.
THE INSIGHT
The unfairness becomes visible when the brief is read literally: one title, one salary, many disciplines and an expectation to perform all of them at specialist level.
THE CREATIVE IDEA
ONE TENSION.
ONE CLEAR MOVE.
Turn recruitment language into evidence. Every poster exposes a familiar expectation and answers it with the same blunt demand: if the scope grows, recognise and pay the scope.
CREATIVE PROCESS / 03
HOW THE IDEA
BECAME A SYSTEM.
Read the brief literally
List every discipline hidden inside the phrase ‘multidisciplinary designer’.
Make the imbalance obvious
Pair one expectation with one uncompromising line instead of over-explaining.
Put it where work happens
Use station panels, city columns and office districts as the campaign’s natural media.
ART DIRECTION
THE VISUAL
LANGUAGE.
Anti-corporate editorial design staged across Berlin. Black and warning yellow borrow the urgency of workplace signage; contracts, job posts and multiplied figures make the invisible workload physical.
CAMPAIGN GALLERY / 08
THE IDEA
IN THE WORLD.
