LOOK is a print campaign devised by my fellow designer: Ger Casey and I to tackle the problem of homelessness in Ireland. As the recession has hit some people harder than others a new breed of poor people have emerged, people that had been used to a certian standard of living. The concept derived from the willingness of people to ignore what is infront of them. The visuals of the campaign are taken from a first person view, the photos are shot in three different instances, looking ahead(billboard), looking down(bus poster), and looking up (large poster), each having the depth of field of a person on their knees.