Client
Centar Luka Ritz
The Project
This campaign for the Luka Ritz Center focused on the challenges of modern parenting, particularly the effects of overprotectiveness and excessive control. While often rooted in good intentions, an overly controlling approach can create stress, pressure, and emotional distance between parents and children. The goal was to visually capture this dynamic in a way that sparks awareness and encourages a more balanced and open approach to parenting.
Industry
Social services and youth support sector
Service
Social Media Graphics
Ad Creatives
Motion Graphics
The Approach
The design uses contrasting typography to subtly reflect the push-and-pull dynamic between parental control and a child’s need for independence pairing a structured, rigid typeface with a softer, more fluid one. Animated text adds movement, reinforcing the idea of tension and restriction versus freedom and expression. A key element of the campaign is the illustrations drawn by Luka Ritz himself. These were carefully animated to bring them to life while preserving their original charm and emotional depth. The final result is a campaign that feels thoughtful, engaging, and true to the center’s mission, helping to start conversations around modern parenting in an approachable way.
