In the heart of London, towering over King’s Cross Station, stands Alex—a monumental sculpture with a purpose. Crafted by artist Sophie de Oliveira Barata and adam&eveDDB, Alex is a symbol of the 300,000 households facing homelessness in the UK.

Crafted with meticulous detail by artist Sophie de Oliveira Barata, in collaboration with the visionary minds at adam&eveDDB ad agency, Alex is more than just a piece of art. His hyper-real facial features, painstakingly created through AI mapping using the profiles of 17 individuals facing homelessness, ensure that he cannot be ignored.

In a world where the cost of living continues to rise and the threat of homelessness looms over 300,000 households in the UK alone, the need for action is urgent. Crisis, a leading charity dedicated to ending homelessness, has spearheaded this initiative, recognizing the power of art to spark conversations and drive change.

Catherine Ashford, head of marketing and communications at Crisis, emphasizes the importance of confronting the harsh realities of homelessness: “Every day at Crisis, we witness the devastating impact it has on people’s lives. But we refuse to accept it as inevitable. With Alex, we aim to challenge perceptions and inspire action.”

Accompanying the towering sculpture are informative texts and QR codes, providing onlookers with avenues to learn more and contribute to the cause. From raising awareness to facilitating donations, every interaction with Alex is a step towards a solution.

In a world filled with distractions, Alex stands as a reminder that some issues cannot be ignored. He represents the resilience of the human spirit and the power of collective action.