Although we live in the information era, we are also living the disinformation era. The intentional spread of falsehoods challenge the basic norms and values upon which institutional legitimacy and political stability depend on.

Therefore, to see the “real” truth behind every single statement, has never been more important.

That’s why the polygraph came to our minds. Historically, it has been popularly referred to as a lie detector test. No matter what a person says, the needles will show the truth.

So, we launched a campaign that used the aesthetic of the polygraph as a cornerstone of its visual identity. The needles’ squiggly lines now traced journalistic, impactful photos that (literally) showed the truth behind dishonest narratives and disproved (sadly) famous fake news.

In other words: we reimagined a polygraph so it could do what it’s always done: no matter what people say, it shows you the truth. Just like we do.