"On the Edge" is a campaign created for the 2023 D&AD New Blood Awards Google Fonts & HMCT briefing, aiming to raise awareness about the impact of human activities on endangered species. The constant growth of the human population often leads to habitat destruction, depletion of food sources, overexploitation, deforestation, and pollution.

Humans are an integral part of the environment, and our actions have a profound impact on the natural world. With "On the Edge," we strive to encourage responsible approaches to wildlife protection and habitat preservation, emphasizing the need for collaborative solutions to ensure a sustainable future.

To support the campaign's objectives, an AI chatbot is utilized to generate species-related keywords. These keywords are then transformed into visually captivating typography illustrations. The campaign incorporates animated images into an augmented reality project, enabling widespread dissemination on digital platforms and social media to reach a broader audience.