Taking Your Privacy Into Your Own Hands

The FigLeaf name and creative campaign was conceived to work globally through its association with Adam and Eve — the world’s first privacy story.  Eve bit into the apple, she gained understanding and knowledge. She now understood shame and humility. So, she used a FigLeaf to cover herself. And Adam soon followed suit. What happened in the Garden of Eden is a powerful metaphor for what occurs online with individual users.

FigLeaf’s mission is to give every single user the ability to make private decisions for themselves. On every platform, at every turn. My team and I wrote and designed a compelling, informative, and provocative campaign which differentiated from legacy point solution security products and strongly introduced FigLeaf as the leader in digital personal privacy.

In a world where online activity can bare our most private information, FigLeaf is an app that gives users the ability to decide when and where they choose to cover and/or protect those parts of our self-presentation we would prefer to keep private.

Intuitive, human, and accessible, FigLeaf speaks (with a wink) to selective, dynamic control and freedom of choice. And it does so in a way that’s a refreshing alternative to the well-established fear-based tactics of the security industry.

And despite its lighthearted tonality, FigLeaf conveys a serious, cautionary message with a clear motivating call-to-action: a reminder of how vulnerable and exposed we can be online if we don’t recognize threats and take the proper precautions.