The Tired Truth is an integrated campaign I created to raise awareness of how sleep deprivation impacts workplace performance. I focused on targeting office worker who are often caught in the cycle of sacrificing rest in the name of productivity. My aim was to reframe sleep not as a luxury or passive indulgence, but as a biological necessity that’s crucial for focus, clarity, and long-term health. At the heart of the campaign is an interactive website that I designed to inform and engage users through visuals and tools like The Fatigue Report and practical Sleep Hygiene Tips. This digital hub blends content with interactivity, making the message not only memorable but genuinely actionable. Visually, I leaned into kinetic typography and humorous “sleepy” photography to strike a tone that balances urgency with wit. The typography animates in a way that mimics the effects of fatigue, lagging, distorting, and breaking down over time. The photography captures stylised office scenes and exaggerated tired expressions to inject personality and relatability into the campaign. The core messaging like “Sleep is Not a Luxury” is designed to challenge hustle culture and the glorification of burnout. Through this campaign, I wanted to shift perceptions and spark conversations about how rest is not a weakness, but a powerful tool for sustainable success and wellbeing.
