crystal Shin©


Design & Art Direction

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      06.  Intime
      Video/ Creative Direction (2022)


      The Climate Clock, facing Union Square in Manhattan, is one of the city's most iconic public artworks. It counts down the critical time window to achieve zero carbon emissions. INTIME is a project that seeks to reimagine the clock, empowering its message by reframing the numbers within a temporal context that encompasses the past, present, and future.

      Role: Creative Development, Art Direction, Copywriting
      Credit: Yoon Bee Baek, Weiyun Chen
      Award: IDA Design Awards Gold Winner 2023






      Are New Yorkers aware of the significance of the numbers displayed on the Union Square building?
      Our interviews with over 30 city residents have revealed that only a few environmentally conscious individuals associate these numbers with carbon emissions. 
      So, how can we effectively engage those who remain unconcerned?

      ​To empower the message behind these numbers', our team has reframed them in various timeframes: past, present, and future.

      And used the building's windows as a grid and applied various scenarios that we calculated based on news, studies, and researches.




         



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