My Role
As Art Director, I directed the visual design and UI for the campaign experience, collaborating with copywriters and developers to create an interface that made writing breakup letters feel personal, empowering, and shareable.
Outcomes
150,000+ breakup letters generated
People actually wanted to participate and share their frustration publicly
67 million impressions
before the campaign received a cease and desist from competitors — proof it was working.
Market validation
The cease and desist validated that we'd created something competitors felt threatened by. The campaign was actually driving switching behavior.