︎Role: research, content creation, visual design, motion design


A Twitter campaign about Jamer Hunt’s online fake identities and an ongoing archive of his likeness that are used to pitch everything from security systems to LinkedIn identities. Throughout this campaign and by making this story public, we hope to understand this better uncanny internet story and raise public awareness about online identity.  
* Jamer Hunt is the founding director of MFA Transdisciplinary Design at Parsons School of Design, Vice Provost of Transdisciplinary Design Initiatives at The New School.  

See it live ︎

Research & Strategy Planning 

We started the project by reverse searching Jamer’s image on Google and building the list of everything we discovered. Throughout the process, we found that only one particular picture would generate search results of different identities of him under the same headshot. Some of them are used for reasons that are relatively mundane, while some others are mildly nefarious. 

︎ Reverse search result of Jamer’s profile on Google

The search result is also very dynamic - entries come and go - some websites we discovered earlier in time no longer exists; some links we disappear for awhile and come back again. 

Having piled up the list for more than 30 entries, we started to think what would be the best way to make this story public and we immediately thought about social media - Twitter seems to be the best choice. Taking into consideration of the traffic on Twitter and the best way to keep audience engaged in about a week’s time, the basic campaign structure we decided consists of a motion graphic trailer, a series of Twitter cards, the story (Jamer’s writing piece). 

Design & Prototype

1. The Twitter card image

Given that Jamer’s profile photo appeared in different ways on different websites and the aesthetics varies, we decided to create a template to host all information. The Twitter card will contain information from one website a time.

Some principles I considered while designing the images for feed are a) to ensure that audience will get a full picture each image Jamer tweeted and nothing will be cut off in the feed display; and b) The card should be simple enough but not mediocre to host various information from those websites and some of them could be very loud; c) for audience who joined later in this conversation they should easily be able to track the process and quickly understand the context. 

︎ The pixel perfect card: displaying information in a clear hierarchical way.

︎All designed Twitter cards

︎Unused Designs

2. The trailer

After deciding on the card design, I made the campaign trailer (please refer to the uploaded video). The trailer has a glitching effect to imply the inherent glitches of the content on fake cyber identity; the storyline of the trailer is intended to give audience a very quick review of the campaign content.

#FAKEJAMER trailer from Yuxin Cheng on Vimeo.

3. The story

The story image cards should be the collaterals to the white image cards. In order to increase the legibility of long written texts, I made the image cards vertical; to make sure the auto-cut feature of Twitter do not leave random places of the image to show in the feed, I tried a few designs to make sure the system cuts the same part of each card for display.

︎The #fakejamer story card

︎Screen recording of the #fakejamer Twitter feed


We hope to launch this project to provoke more people to join the conversation about online identity and the prevailing problem of cyber identity theft. The campaign was launched on December 03, 2018. We will keep tracking the progress and decide on next steps.

Special thanks for Jamer Hunt: thank you for inviting me to work on this project, thank you for being my mentor, and thank you for all the pleasant conversations we had. 
©yuxincheng 2015-2019