INDEPENDENT CAMPAIGN CONCEPT
Self-initiated creative concept inspired by World Wildlife Fund. Not commissioned by or affiliated with WWF.
THE CHALLENGE
How do you make climate change feel impossible to ignore again? Climate change is enormous, complicated, and increasingly easy to tune out; especially for a generation that has grown up hearing that the planet is in crisis.
THE IDEA
Things Are Getting Weird.
When the climate changes, normal gets weird.
Animals appear where they shouldn’t. Landscapes behave strangely. Seasons collide. Familiar environments become unfamiliar.
Instead of explaining climate change through another statistic, Things Are Getting Weird turns that disruption into the creative platform itself; using surrealism, scale, and unexpected imagery to make a changing planet feel strange enough to stop and look at.
THE SOLUTION
A surreal, flexible campaign system built around one simple rule: make the familiar feel unfamiliar.
Oversized wildlife, impossible environments, distorted scale, and dreamlike scenes pair with bold typography and deadpan messaging across OOH, social, video, and digital.
Each execution gets weird in a different way. The campaign stays recognizable through a consistent visual language, simple messaging, and a direct path from curiosity to climate action.
MY ROLE
As Creative Director and Strategist:
✔ Developed the campaign platform and creative strategy
✔ Created the Things Are Getting Weird concept and messaging
✔ Directed the surreal visual language and image system
✔ Designed concepts across OOH, social, video, and digital
✔ Built a flexible campaign framework designed to expand across stories, species, and environments
THE OPPORTUNITY
Make Climate Change Visible
Turn an enormous, abstract issue into something audiences can immediately see and feel.
Build a Campaign World
Sharks where sharks shouldn’t be. Landscapes behaving strangely. Seasons colliding. Wildlife at impossible scale. The concept can continually evolve while remaining unmistakably part of the same campaign.
Turn Curiosity Into Action
Use the strange to earn attention, then connect that attention to a simple next step: learn, donate, volunteer, sign, or show up.
Because when the climate changes, normal gets weird.
