A 360º campaign built on contradiction. For Kalie Shorr’s My Type, we turned chaos into coherence through viral social activations, provocative out-of-home, and electrifying performances. The creative direction mirrors Kalie’s paradoxical world, where passion is raw, art is free, and life is a direct reflection of the self. We developed a visual system that borrows from the punk lineage of Raygun Magazine, with irregular typography AND DISRUPTIVE GRAFFITI VANDALIZING status symbols and romanticizING rebellion: In pursuit of nothing with passion for everything.