Title: F*ck Myopiapp by 21 Grams
Client: 21 Grams
Year: 2024
Category: Digital product / OOH / Future Impact
Role: Creative Direction, Visual Design
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Concept Development & Copywriting [Paulina Zetina], [Ulises ]
Creative Mentor: Catarina Barcala
INSIGHT
We live inches from a screen.
Eyes locked, world blurred.
And the further the world drifts,
the less we remember how to look at it.
IDEA
The app that turns screentime into real time.
Fuck Myopiapp was born from a simple question:
what if we stopped measuring screen time in guilt,
and started turning it into something worth living for?
Every minute you look away becomes a currency —
traded not for likes,
but for moments you can’t scroll past.
This is the app that rewards you for looking away.
If screens blurred our eyes, could an app sharpen our lives?
That’s how F*ck Myopiapp was born:
a digital tool that transforms
screentime into real time.
F*ck Myopiapp is a wellness tool
designed to help you see beyond the screen.
Instead of measuring your time online with
guilt, it transforms every hour you spend
off your phone into real rewards.
The app connects with your phone's native screentime,
sets daily challenges, and motivates you to look up,
move, and reconnect with the world around you.
Points add up as you reduce your hours, and can be exchanged
for experiences and benefits that matter in real life.
It’s not about punishing your habits —
it’s about training your eyes, and your mind,
to focus again on what’s out there.
Five screens. One promise: the less you scroll, the more you win.
It starts with one choice: to look away.
Link your screentime. Cut the hours. Win real life back.
Every hour off-screen adds up. Every point opens new doors.
From new glasses to trips abroad—your vision earns the view.
Daily tasks push your limits, not your eyes.
The app ends where life begins—out there.
The journey in one glance: set up, cut hours, earn points, redeem.
The app was just the start.
From screen to street:
same message, louder.
To connect with people where they actually live their lives,
we designed street posters that extended the app’s core idea:
rewarding you for looking up.
Each piece used the same visual identity and direct messages,
making the campaign feel as real on the walls as on the screen.
“Clear eyes, full heart, real sight.”
“If your sight’s still sharp, we’ll take you to the movies.
If it’s blurry already, just trust us and get the app.”
“There’s better things to look at than your ex’s profile.
Like your favorite artist—live.”
“Heeelp, everything’s burry.”
The app wasn’t enough.
To make the problem visible, we turned the insight into
outdoor messages that played with the way we read and see.
From billboards to street posters, the OOH campaign used
everyday sayings, blurred words, and eye-test style
layouts to remind people that vision is fragile —
and that opening your eyes starts by closing your screen.
“We’ll see, said the blind man. Let’s not get there.”
“Keep staring at your phone and you’ll see… or maybe you won’t.”
The outdoor campaign hacked familiar sayings in Spanish and gave them
a twist: if screens blur our sight, our words should reflect it too.
Each billboard plays with popular phrases—sometimes poetic,
sometimes ironic—to make the problem visible in the streets,
both literally and culturally.”
“WHAT BEAUTIFUL EYES YOU HAVE, DON’T STOP USING THEM.”
“THERE’S NO BLINDER EYE THAN THE ONE THAT WON’T DROP THE PHONE.”
“IF READING THIS FEELS HARD ALREADY, START SCANNING THE QR.”
“Love at first sight. Don’t ruin it.”
“Love at first sight. Don’t ruin it.”
From posters to proof.
Watch it unfold.
From blurred words to clear impact.
F*ck Myopia.
For real.
Open your world.
