A speculative campaign for the Advertising Standards Authority, making the standards behind commercial advertising in Ireland visible. Three outdoor executions form the core: a giant held sheet, a magnified footnote and a phone feed unfolding into paper. Two short social stories add a visual turn: small print overtakes its headline, and a big claim proves only the size of its type.

The starting brief was received during my internship. The campaign concept, art direction and executions shown here were developed independently afterwards as a speculative portfolio project.