SEE THEUnseen
The Task
Help Baylor Scott & White Health engage with Dallas Cowboys’ fans through My Cause My Cleats—an NFL initiative where players wear custom-designed cleats that showcase various causes and nonprofits—to promote the importance of early cancer screenings.
The Truth
Most people skip cancer screenings if they don’t see any signs, so early detection messages often fall flat.
The Transformation
We collaborated with Dak Prescott on cleats that look blank, but contain a hidden message that can only be revealed with UV light. Amid a sea of colorful footwear, our design sparked curiosity and got people to think (and talk) about their health differently.
