Case Study / Selected Work
What if leaving your mobile contract felt like a public act of liberation?
Break Free Box is a guerrilla campaign created for D&AD New Blood: an interactive street installation where people write down what frustrates them most about their current contract, send it through the shredder, and walk away with a new giffgaff SIM.
Context
D&AD New Blood
DELIVERABLES
Campaign Concept
Brand Activation
Visual Identity
Year
2024
Role
Graphic Designer
Creative Direction





The installation works in five steps, each marked by its own street signage: spot the sign, follow the path to freedom, write down what's wrong with your contract, shred it, and walk away with a new SIM. The shredding moment is deliberately physical — a small, satisfying act that turns a frustrating decision into something people want to film and share.
Signage and props were designed to read instantly at a glance, in keeping with how people actually move through public space: short phrases, high contrast, no explanation needed beyond "shred it" and "feel it."
Interaction Flow
Spot the sign
Write frustration
Shred it
Break free


