unlearn.resentment
Campaign Brand identity Motion
unlearn.resentment is a campaign centered around the issue of the harmful presence of the incel subculture in online spaces. A motion graphic video, forum advertisement, and website mockup were designed with the intention of educating the general public and giving an opportunity of accountability, self-reflection, and growth for the people who are falling into the incel rhetoric. Through extensive research, I created a visual system that references the subculture’s ideologies while challenging such beliefs with the glitch motif that signifies the failure of these systems.
Date
December 2025
Role
Designer
Tools
Adobe Illustrator, After Effects
Typefaces
Mint Grotesk
Animated Forum Advertisement
Animated Campaign Video
Website Mockup
Style Sheet
The visual system of this campaign uses red and blue as its primary colors, working in tandem with the red and blue pill imagery. The red and blue pill graphics reference incel slang and ideology, while the font chosen references the formal qualities of Reddit forum typefaces.
Narrative Flow
The “unlearn.resentment” campaign starts with a series of advertisements that target incel hate threads on online sites such as X/Twitter. When a user is engaging with these kinds of threads, an ad is promoted within the thread, using direct and confrontational language to confront the user and give them an opportunity to step back and reflect on their actions.
The second part of the campaign is a video uploaded to YouTube that gives an overview of the issue and an introduction to the website component of my campaign.
The YouTube video leads the viewer to the last part of the campaign, which is the website. The site informs the general public on the issue and history in order for there to be a level of understanding regarding the problem. The site also acts as a forum page where people can take accountability by reflecting on their actions and being honest with how they feel without being fueled by rage and hatred.
Process
Before the “unlearn.resentment” campaign took shape, I researched this issue heavily by collecting information from articles, documentaries, and interviews with incels. To settle on a campaign message and call to action, it was important to me to learn about this internet subculture from different perspectives. I collaged a large-scale poster that compiled all of my findings and notes to get a sense of which direction to take this campaign in. I also experimented with typefaces and potential slogans that would ultimately drive the final output.
After deciding on the core message and target audience, I created and presented a campaign pitch slide deck to a class and received feedback mid-way through the project development process.