Conditional Privacy

Background

Data privacy is often promised but rarely fully protected. In recent years, multiple events have exposed the fragility of personal information. On July 14, 2025, TTAM Research Institute, a nonprofit public benefit corporation, acquired 23andMe’s assets, placing over 15 million users’ genetic data at risk. In 2023, Reuters reported that Tesla workers shared sensitive images recorded by customer vehicles without consent. A 2025 class-action lawsuit alleged that Google’s Gemini AI accessed private emails and messages by default. These incidents reveal how personal information can be legally transferred, shared, or exploited once trust is granted.



Creative Idea

We wanted to highlight the illusion of privacy and the hidden risks of personal data through a visual narrative. The campaign uses 3D imagery to dramatize the gap between perceived security and actual exposure.



Insights & Strategy

People often trust systems that appear secure. In the campaign, two human figures made of glass stand before a mirror inside a solemn data storage building. The mirror displays “We value your privacy,” giving the figures a sense of safety. Their gestures feel private, their information protected. The small disclaimer “terms and conditions apply,” however, is subtle and easily overlooked.



Execution

The scene shifts behind the wall, revealing a glass worker on a transparent chair, and it turns out it is a one-way mirror. Every movement of the figures on the other side is exposed, and the individual within the organization can access these personal moments without limitation. The imagery dramatizes the irony of trust, illustrating how reputable companies, service providers, and corporate data systems claim to protect privacy while quietly undermining it.



Results

The campaign creates a striking visual metaphor for the hidden risks of data security. It encourages viewers to question blind trust, take personal vigilance seriously, and demand greater accountability from organizations that manage sensitive personal data. By combining real world events with symbolic imagery, the work makes abstract threats tangible and memorable.