What started as a book cover for a friend turned into a four city tour that launched a phenom, laid the foundation for a movement, and transformed and restored childhood all over the world.

Passionate about the issue, I approached Jonathan Haidt with a simple proposition; “what if we launch a campaign…not about the book, but what the book is about?”

To my surprise, we got funded almost immediately — then it was off to the races. The entire experiential campaign was conceived, executed, and produced in just four weeks, entirely by my studio.