Alongside the Nuclear Threat Initiative, we created a campaign (“Make Nukes History”) to coincide with the 2024 Oscars, where Oppenheimer was the presumptive winner in several categories. We wanted to capitalize on the moment and create our own “For Your Consideration Campaign” around ending nuclear proliferation.

After exploring the current FYC campaigns and previous faux FYC campaigns, we knew that we had to do something more graphic in order to stand out from the noise.

Since several icons are instantly recognizable from the movie (the hat, the bomb, the mushroom cloud) we played around with iconography in an accessible and super legible way - the campaign is mostly out-of-home billboards where people would be driving by and needed to see the message clearly in an instant. By using the iconography and colors from the movie, we were able to communicate quickly that we were talking about Oppenheimer, even if we didn’t mention the movie by name.

After stumbling across a split screen design in my exploration, we decided to lean into the contrast between movies and real life, history and the present. To do so, we created new icons - one side representing the movie and the other representing either peace or destruction depending on the copyline.

Additionally, we created an art installation at The Grove that used our campaign branding in addition to shirts for the folks manning the event to wear. Lastly, we took out ads in Variety, Hollywood Reporter and the LA Times to further drive home the connection between the movie and the FYC message.

#MakeNukesHistory