With just a flash of imagination (and a touch of their phone) Toronto high school students can discover how to turn their passion into a profession with OCAD University’s revealing new flash-activated poster.

🏆 2017 Applied Arts Design Award – Poster
🏆 2018 HOW Magazine International Design Award – Poster

To create an experience that was aligned with OCAD University’s brand values – innovation, imagination, creativity – the limitations of the printed piece were explored and expanded. An interactive element was added to the poster to challenge the traditionally passive role of the viewer and illicit surprise from students, encouraging them to share via social media.

Within a grid of black dots on several large-scale posters in OCAD’s brand magenta, white dots form the words “REVEAL YOUR FUTURE,” serving as a hint as well as a call to action. Upon taking a photo of the piece with the flash on their phone, a hidden message is revealed around the already visible one in the photo, forming the full campaign slogan.