In Georgia, independent media faces severe state pressure, with 600+ documented attacks on journalists in three years. Restrictive laws have also cut off vital funding.

In response, 22 independent media outlets created Sinatle Media, a direct-to-public crowdfunding platform supporting independent journalism. To drive donations, we needed to make the threat of censorship impossible to ignore.

The Strategy & Creative Idea

While independent media was being silenced, protest messages across Tbilisi walls were being erased too. Government “clean-up crews” were targeting specific messages and quickly painting over them with black paint.

To show why light mattered, we used this darkness as our medium. We restored erased messages using a special invisible, light-reflective paint. To the naked eye, walls remained blacked out, leaving government crews nothing to cover. But under a phone camera flash suppressed messages were instantly revealed.

Check out the case video:

Credits:
Agency – Windfor’s
Client – Sinatle Media


Beqa Meparishvili – Creative Director
Mariam Koghito Chargazia – Senior Copywriter
Luka Makharoblishvili – Senior Art Director
Luka Chkhaberidze – Art Director
Ani Oniani – Designer
Mariam Chkhaidze – Strategy Director
Tina Kikalishvili – Strategist
Mariam Gogodze – Client Service Director
Nini Chivadze – Senior Account Manager
Natia Zarnadze – Head of Digital
Nino Sybil Gvritishvili – Social Media Manager
Maka Giorgadze – Content Creator

Advan Production
Anano Dodelia – Director
Director of Photography – Demetre Sumbadze
Executive Producer – Gvantsa Kereselidze
Editor – Luka Kakabadze

Studio Phonograph
Paata Godziashvili – Sound Design