MTV Safe Sext Emoji Keyboard

iOS and Android Application




Design a native mobile app (iOS and Android) offering custom emojis that amplifies the provocative MTV’s ‘Safe Sext’ Campaign for World AIDs Day.


Get inspired! This is a wild campaign, as expected for MTV. The brilliant team at Y&R provided great creative direction.  We needed to stay true to their big idea and create a delightful and intuitive mobile user experience.  For inspiration, we started by exploring all the creative assets, including a mock PSA video. We researched other emoji apps and established the best heuristics to guide Interaction Design efforts. We then spent the time to discover opportunities for innovation. Armed with research and fresh ideas, we built out a clickable prototype using hi-fi wireframes to test with the client and a small focus group. With the right interaction model in place, we moved on to Visual Design. We explored gradients but ultimately went with flat highly-saturated colors.  The prototype was updated with the polished design and presented to the Y&R team, receiving final approval.


The campaign and mobile app was a huge success driving awareness of World AIDs Day and earned a great deal of press (see links below).


Fast Company: MTV Brings Sexting Emoji To Freaky Life In New Safe Sex PSA
Ad Age: Giant Emojis Get it on in MTV’S ‘Safe Sext’ Campaign for World AIDs Day


  • User Experience
  • Interaction Design
  • Visual Design