Creative Director // Writer

Protect Your Selfie

How do you get millions of kids to protect themselves online? 
Teach them how easy it is to be a hacker. 

We've become desensitized to online safety. With giant data breaches and international hacking rings, if the bad guys want our info bad enough, they'll find a way to get it. We didn't set out to take on organized crime. Our villain was apathy. So naturally we invented the world's most annoying hacker.

$AMMi is the antihero of Protect Your Selfie: a social campaign aimed at teens to be more aware of what they're doing on the Internet. $AMMi flaunted his prowess over social media and Spotify, even hacking into College Humor's Twitterfeed for a day. 

Within days, $AMMi reached over 10,000 Twitter followers, many of whom loved to hate him (one follower even tried to hack $AMMi back). And in true $AMMi form, he strongly discouraged people from visiting to get five simple tips to protect yourself online. So if you can't remember the last time you changed your password, remember...