01 Introduction

NYU IT's 2024 CyberSmart campaign focuses on three key actions: restart, update, and remove unused devices. The campaign warns that outdated apps and forgotten devices continue tracking your data, potentially compromising security. The visual motif of staring eyes represents constant surveillance by applications, creating urgency for users to take protective measures.

02 Visual System

This palette draws from the vibrant spectrum of infrared and thermal imaging detectors, where heat becomes visible through intense gradients of magenta, orange, and yellow. These colors signal activity, exposure, and presence, mirroring the constant digital surveillance we face. The use of these tones creates urgency and visibility aligning with the campaign’s message.

03 Concept Visual

A series of social media and email newsletter images launched our annual campaign, setting the stage for a bold and colorful digital experience. These visuals captured attention and established the campaign’s theme.

04 DELIVERABLES

05 EXPERIENTIALS

Then, we designed an interactive web banner where eyes track the user's cursor in real time. Embedded in emails and web pages, it reached over 50,000 recipients. With each refresh, the eyes change in color and placement, creating a unique experience that reflects the unpredictability of data surveillance.
We ultimately concluded the campaign with a creative solution: a flash mob-style installation, where several screens across the campus were equipped with webcams. As students walked by, a digital eye on the screen would follow their movement—subtly emphasizing the feeling of constantly being watched.