For Your Right To Be Curious

This project dives into NPR’s - For Your Right To Be Curious campaign, created during a moment of intense political pressure and transformation within the American media landscape. More than an institutional campaign, the initiative became a public defense of the right to question, investigate, and seek understanding in a world increasingly shaped by noise, polarization, and information overload. By transforming its iconic letters into words like “How”, “Who” and “Why” NPR repositions its own identity to reinforce curiosity as an essential act of democracy.
The film translates this idea into a visual narrative built around questions. Every frame aims to reflect the tension between doubt and discovery, connecting the campaign’s graphic language with the strength of investigative journalism and the human need to understand the world around us. Through motion design, typography, and narrative rhythm, the project explores how simple questions can carry profound discussions and how curiosity remains one of the most powerful tools for making sense of the world.

The campaign came to life beyond the screen, spreading throughout the city through installations, billboards, projections, and urban interventions built around real questions submitted by the public. This collection of photographs captures those moments, documenting how curiosity evolved from a campaign message into a physical presence within the urban landscape, turning questions into part of everyday life.
Among the campaign’s most symbolic activations, NPR even replaced its own name on the company headquarters with one of the questions created to encourage the right to be curious. The gesture reinforces the project’s central idea: placing doubt, investigation, and the desire to understand the world above the brand itself. Each intervention acts as an open invitation to critical thinking, showing how simple questions can spark deeper conversations within the fast pace of the city.
Being part of this project was an incredible opportunity to contribute to a campaign with such strong cultural and social meaning. Having access to NPR’s creative universe. a company so present in the lives of millions of people made the experience even more special and meaningful.
More than creating visuals, this project was about helping communicate a message centered on curiosity, critical thinking, and the importance of asking questions. Collaborating on an initiative with such a powerful representation was both inspiring and deeply rewarding.
Being part of this project was an incredible opportunity to contribute to a campaign with such strong cultural and social meaning. Having access to NPR’s creative universe. a company so present in the lives of millions of people made the experience even more special and meaningful.
More than creating visuals, this project was about helping communicate a message centered on curiosity, critical thinking, and the importance of asking questions. Collaborating on an initiative with such a powerful representation was both inspiring and deeply rewarding.

Credits:
Client - NPR
Agency: Mischief
Cego Estudio:
Motion Design & Art Direction: Gerson Germano
Direction: Daniel Levenhagem
Production: Mariana Marcão
Account Management: Nathália Massarelli, Jéssica Almeida
Campaign Credits:
Chief Marketing Officer: Mishka Pitter-Armand
Creative Leadership: Greg Hahn
Art Direction: Nithya Charles
Copywriting: Henry Coffey

*Director’s Cut, unofficial and non-approved version by NPR.
This presentation contains a real version of the project developed during the campaign’s creative process.

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