To reimagine online safety for Gen Alpha, this campaign fuses the cultural nostalgia of UNO with Instagram’s underused anti-bullying tools. “UNO What To Do” transforms each iconic card—Skip, Reverse, Draw 4, Wild—into metaphor-driven responses to trolls and online hate. By integrating a custom UNO button within Instagram’s interface, the campaign empowers young users to play their cards right with tools like block, restrict, positivity floods, AI-generated comebacks, and interactive stickers.

I led the strategy and concept development, designed all motion assets, and built the responsive UI integration. The result is a gamified safety toolkit that makes Instagram’s features memorable, actionable, and fun—bridging childhood play with digital empowerment.