THE CHALLENGE
World Wildlife Fund needed a climate campaign that resonated with Gen Z, exhausted by both apathy and alarmism. No greenwashing. No guilt trips. No doom spirals.
THE SOLUTION
Created a campaign embracing the absurdity of now. Surreal visuals: flying sharks at dusk, glowing bioluminescent mushrooms, astronauts in wildflower meadows. Dry, deadpan copy tapping into quiet dread and the urge to act. Looping PPC video designed to stop the scroll. Bold typographic posters with QR codes reducing friction between awareness and action.
Tone speaks to Gen Z’s reality: strange, burned out, still willing to act. No condescension. No manipulation.
MY ROLE
As Creative Director and Strategist:
✔ Led concept development and campaign narrative strategy
✔ Wrote scripts and headlines balancing self-awareness with urgency
✔ Directed creative execution across looping PPC ads, static social posters, and digital touchpoints
✔ Designed visuals to feel cinematic and share-worthy, not preachy
✔ Ensured campaign tone matched Gen Z’s reality, not an idealized version of it
THE IMPACT
Reach: Videos reached 2M views each, cutting through climate fatigue with surreal, cinematic creative. Campaign outperformed WWF’s previous Gen Z campaigns across all engagement metrics.
Conversion: Pre-roll ads drove 25% increase in WWF Action Center visits. Over 1,500 tangible actions—donations, event sign-ups, volunteer commitments, petition signatures. QR code strategy converted passive viewers into active participants.
Positioning: By balancing urgency with optimism and embracing absurdist aesthetics, repositioned WWF as speaking Gen Z’s language rather than lecturing. Made climate action feel culturally relevant, not morally obligatory, reaching audiences beyond the usual eco-conscious crowd.
