The ‘Kill Hungrythirsty Dead’ campaign for Oak flavoured milk aimed to unsettle and engage.

We developed a visual style that created a sense of unease and deliberately disrupted design norms: type set at a 3-degree angle, with kerning and leading alternating between loose and tight.

To amplify this sense of unease, I created three custom fonts and rotated between them to break visual consistency.

This mirrored the campaign’s irreverent tone and the absurdity of the ‘hungrythirsty’ concept.

The work extended across TVCs, billboards, transit ads, outdoor posters, packaging and POS.