I designed a project for a Saatchi & Saatchi initiative that set out to capture the true mood of Britain. The aim was to speak directly to people across the country and understand how they were dealing with the chaos, uncertainty and pressures of modern life.

The conversations that emerged were honest, raw and deeply revealing, offering a real public point of view. From this, a book titled What the Fuck is Going On? was created, and I shaped the creative direction and design across the book, social campaign and all supporting materials.

The project received wide recognition across the industry and was even shared with leading councillors in Parliament to help them better understand how people were struggling. It became a powerful piece of work rooted in real voices and real experiences.