THE CHALLENGE
World Wildlife Fund needed a campaign that actually resonated with Gen Z; no greenwashing, no doom spirals. This generation has grown up watching the planet burn and the messaging around it flop. They’re exhausted by apathy and alarmism alike. The brief was clear: ditch the guilt trips and give them something real, weird, and empowering.
THE SOLUTION
We created a campaign that embraces the absurdity of now. Surreal visuals. Dry, deadpan copy. An astronaut in a meadow. It taps into that quiet dread and the unshakable urge to do something. Every video ends with a simple call to action: scan the code, take a step.
MY PART
As Creative Director and Strategist, my contributions included:
✔ Leading concept development and campaign narrative
✔ Writing scripts and headlines that feel self-aware but never condescending
✔ Directing creative execution across social, video, and print touchpoints
✔ Ensuring the campaign tone matched Gen Z’s reality: strange, burned out, but still willing to act
✔ Designing each visual to feel cinematic and share-worthy, not preachy
The result? A campaign that ditched the fear tactics and earned attention. People watched, shared, scanned—and showed up.
The pre-roll ads drove a notable spike in engagement, leading to a 25% increase in site visits to WWF’s Action Center. From there, over 1.5K people took action—whether through donations, event sign-ups, volunteer commitments, or petition signatures. By striking the right balance between urgency and optimism, the campaign turned passive viewers into active participants.
