DON’T LOOK DOWN
Fixby
︎︎︎ Brand Strategy
︎︎︎ Creative Campaign Branding
︎︎︎ Public Relations
︎︎︎ Digital Marketing
This campaign for Fixby issued a profound wake-up call regarding youth phone addiction. At its center was Don’t Look Down, an ambitious 9-hour and 18-minute documentary designed to directly reflect the staggering average daily duration UAE children spend glued to their devices. The deliberate runtime vividly illustrated the unceasing nature of social media consumption and doom-scrolling, visualizing the immense mental health risks faced by excessive youth phone users.
The project culminated in an empowering twist: the documentary only lasts as long as the audience allows it to. Viewers were given direct control, deciding for themselves when to officially #EndTheScroll.
