Play is a remedy for adult chaos. Through this project, I set out to encourage adult play through the lens of learning. Recognising the brain's ability to grow and change in response to learning, I discovered a stark reality: adults possess only half the number of synapses compared to a three-year-old.

In response, I created a set of posters where coloured inks flow, expand, and converge to symbolise the formation of synapses—the essence of learning. Reversing the imagery reflects the inevitable demise of neurons when left unused. The vivid colours not only grab attention but also convey the inherent joy of play, even in adulthood.

Strategically selecting billboard and animated poster spaces in bustling city environments, I aimed to reach my target audience—stressed, routine-bound adults unaware of their untapped learning potential. Placing the posters where these individuals frequent ensures that the Build Your Brain mission seeks out its audience, disrupting the daily grind with a burst of optimism.