Share Something Awkward

Share Something Awkward deals with awkwardness. Everyone in our society, but especially the younger generation, is very self-conscious, and I wanted to show that embarrassing and awkward situations happen to absolutely anyone at any time, and that’s alright. They can connect people. By shifting awkwardness from something we should be embarrassed about to something that should be celebrated, I wanted to make the viewer feel more comfortable in their skin and encourage people to relate and laugh about those situations together. The result is a campaign that focuses on showcasing and sharing awkwardness. I expressed this through humorous illustrations in a light-hearted manner that are meant to be proudly displayed and even sent to others, instead of being hidden. Share Something Awkward as a title and tagline reflects this project well. It encourages people to reflect on situations that are very relatable and connect with each other through humour. The campaign revolves mainly around a growing collection of greeting cards with illustrations in a giftbox complemented by promotional material like flyers, stickers, posters and even social media animations that encourage people to share their own awkward stories.


I realized that awkwardness is something that everyone shares, and yet, people still get very uncomfortable and upset in awkward situations. For my project, collecting awkward stories through different channels like conversations, memories, and online platforms made sense because that makes them real and diverse and the collection could grow organically. I decided to express those stories visually and turn them into a collection of illustrations with sparse typographic elements to emphasize the humorous approach. I started turning each story or idea into illustrations that portray the situation in a funny way. Then I developed those into a cohesive collection of illustrations that can be used as postcards or decoration. From there I was able to make some promotional elements. The elements utilized in the campaign were oriented on the imperfect and hand-drawn finish to give them human and approachable characteristics and adds to the portrayal of awkwardness. I used real watercolours to create texture and to round up the quirky style of illustration and stuck to a more cohesive limited colour palette. This project deepened my knowledge and skills of illustrating, and I noticed that I need to find a balance between analogue work on paper and digital illustration.