klim type foundry → American grotesk campaign
The American Grotesk® campaign was created for Klim Type Foundry to announce their new typeface. Deployed across Klim’s website, social media, digital ads, posters, and newsletters, it sparked organic interest by exploring themes of truth, media distortion, and cultural identity through American pop culture icons. Using generative A.I. and analog re-photography, we crafted surreal, culturally-charged images—such as a bacon American flag and a vaping Marlboro Man—that blend humour and critique. This campaign was pioneering in its use of 100% A.I.-generated imagery to reflect on A.I.'s role in shaping media, blurring reality and artifice while opening a dialogue on the future of creative expression. American Grotesk® emerges as a cultural artefact that balances satire and social commentary in an era of A.I.-mediated truth.
Responsibilities
Strategy
Creative Direction
Copywriting
Campaign
Photography
An uncanny form of americana
American Grotesk® appears in a time when truths, half-truths, lies, fiction or entertainment seem interchangeable, resulting in a culture of personal truths.
