The Brief
Create a brand for a parody charity. The theme: "Lost & Found." The interpretation: a satirical non-profit dedicated to rescuing the imagination and creativity that adults willingly abandon on their way to practicality.
The challenge was tonal precision. The brand had to feel real enough to land the satire. Too polished and it reads corporate. Too loose and it reads as a joke. The sweet spot is poignant enough to make you feel something, absurd enough to make you realize why.
The Concept
The Lost Imagination Foundation treats daydreams and imaginary friends as endangered resources. It applies the visual seriousness and emotional gravity of real charities (the language of urgent campaigns and heartfelt mission statements) to the idea that growing up costs us something we never agreed to lose.
"We are a beacon for the sparks of wonder lost to the mundane. We rescue the daydreams forgotten in boardrooms, the phantom friends faded by routine, and the castles in the sky demolished by practicality. We are the cartographers of forgotten fantasy, guiding lost imagination back to those who need it most."
The mission statement is the brand's foundation. It's written with the earnest cadence of a real non-profit, and that's exactly what makes it work as satire.
The Mark
The logo is a heart containing a single spark, representing the last ember of childhood creativity. Simple enough to print, meaningful enough to anchor a campaign. It treats imagination as something fragile and worth protecting, which is simultaneously the joke and the point.
The Campaign
"Farewell My Imaginary Friend"
The campaign's centerpiece is an animated short that visualizes the moment a child lets go of their imaginary friend. Not with trauma, but with the quiet, unnoticed fade that actually happens. The animation was produced using AI-generated 3D rendering — I directed the concept, narrative arc, and visual tone, then used AI tools to execute the 3D modeling and animation that brought it to life.
Campaign Poster
The poster serves as the key art, capturing the emotional core of the animation in a single frame. It uses the same visual language: warm light, a sense of departure, and the foundation's branding anchoring the composition.
The Result
Conceptual work isn't less rigorous than client work. It's more. Without a brief to follow, every decision has to be internally justified. The Lost Imagination Foundation required building a brand system, a narrative voice, a visual identity, and a multi-medium campaign from a single abstract theme.
The satire only lands if the design is good enough to be believed. That's the real brief.