The title for the series is: You should be
In a sleepless night, I composed the phrase and visualized it as the focal point for the posters. After having the phrase, I thought it would be interesting to have the type be made with food of some sorts. I immediately thought of ketchup as my unifying theme because kids, teens and seniors eat ketchup on a daily basis, but also it is made with some of the most dangerous artificial sweeteners out there: high fructose corn syrup (despite the clever attempts to trick the consumer with the "hfcs is the same as cane sugar" campaign).
And so it began the production of the posters. The first poster, or how I like to call it: the "concerned" one, took about 2 hours to hand-write in ketchup and photograph immediately before it dried out. I added the mustard for a pop of color, and to put emphasis on the "you should" word.
For the second one, "outraged" as my creative driving force. I smashed a ketchup packet with a hammer... smashing ketchup packets is as fun as it sounds.
The third and last one was a given to me. I saw the word "curious" and all I could think about was a hotdog. It works in so many levels, or at least I think so.
In January of 2012, the faculty from The Design School seemed to think so too and short-listed my poster series out of 30 submissions and was voted second place by the five design disciplines (graphic design, industrial design, architecture, landscape architecture and interior design).