Give Em' Helvetica

If there can be blind photographers, there can be type blind graphic designers. I wrote and produced a short film about a graphic designer named Eric Hutner who has a medical condition called "Type Blindness." In the first week of it's release we broke 2,250 views.

To search for other people with Type Blindness in the design community, we helped Eric identify the best places to post his flyers around NYC and then went around helping him spread the word. The URL on the flyers redirected to Eric's website.

Another way we targeted the people most likely to enjoy our film was to create a LinkedIn account for Eric. His profile was set up to drive people to the film and his website.

After his profile was ready to go, we started adding people in the advertising and design industry and picked up some big names along the way. 

To game the feed, we had Eric posting occasionally to generate interest in his condition. We posted an FAQ about his condition along with occasional links to the video. He also asked for help picking out new fonts for his website after he found out the fonts were illegible. 

Within a week, Eric had connected with over 1,100 people in the industry including many Founders, CCO's and ECD's at big name agencies and design groups around the country.

A few headhunters even reached out to Eric about work opportunities. Not even joking about that one.

Feel free to check out his account here.

To really help sell it, we did a photoshoot for Eric to use on his site and social media presence.