BBB
— communication campaign

"BBB" represents three distinct words that, despite sounding the same, carry drastically different meanings. I approached this as a communication campaign, exploring how words interact with the brain—how their identical sounds but differing visual forms influence perception and context. The impact of this exploration wouldn’t have been as strong if I had chosen words like "they're," "their," and "there," which are visually similar and harder to differentiate. In contrast, "buy," "by," and "bye" sound identical but convey entirely different meanings when placed in context, making them a more compelling choice for this study.