03 · 2024
Faces of Home
An AI and AR awareness campaign that reframes displacement as a shared human experience.
- Client
- Habitat for Humanity
- Role
- Creative Director
- Year
- 2024
- Platforms
- ChatGPT, Midjourney, KreaAI, Google Gemini, Canva
Overview
For Habitat for Humanity, Faces of Home is an AI- and AR driven awareness campaign centered on families displaced by the 2023 to 2024 Los Angeles wildfires.
The experience immerses audiences in personal stories of displacement, reframing homelessness as a shared human reality rather than a distant social issue.
From judgment to empathy.
The 2023 to 2024 Los Angeles wildfires displaced thousands of families, yet public conversations around homelessness often remain oversimplified and stigmatized. Faces of Home challenges these assumptions by highlighting displacement as a human experience shaped by circumstance rather than identity.
Homelessness is often seen as identity, not circumstance.
Core insight: Wildfire displacement reveals how quickly stability can be disrupted, yet public empathy fades once headlines move on.
Strategic approach: By using AI and AR immersion, the campaign moves audiences from passive awareness to active empathy, driving engagement and support for Habitat for Humanity.
An AI generated typeface.
The campaign's visual signature is a custom typeface generated in Midjourney, a wordmark built specifically for this conversation, with a presence that feels human and a little unsteady at the edges.
Interrupting everyday routines with empathy.
The goal of the out of home campaign was to interrupt daily routines with moments of empathy. Immersive visuals and AR enabled storytelling were placed in high traffic public spaces, designed to shift perception in real time, moving audiences from passive awareness to personal reflection and action.
Carrying the conversation past the impression.
Social extensions kept the story moving, moments designed to be sharable in feed, with the same quiet, reflective tone as the OOH executions.
