PROOF launched a digital activation for their passionate community to participate in. Users had the opportunity to engage in the Moonbirds lore and participate in a special ritual involving the symbolic act of 'burning' Oddities within ‘sacred azure flames of a ceremonial hearth’. Oddities represented small, insect-like creatures that made sacrificial offerings to their revered ‘Odd-God’.

My role in this project was to visually narrate this story throughout the entire user journey. I led the creation of spot illustrations and iconography, partnering closely with the product designe and engineering teams to efficiently implement for an enhanced and immersive experience.