How can we shift perceptions of forestry, from something industrial to something essential? By showing how responsibly managed forests provide raw materials that are already part of our everyday lives. Wood, pulp and paper shape the spaces we inhabit and the objects we rely on, often without us even realizing it. When people understand that these materials come from well-managed, renewable sources, forestry is seen not as a distant industry, but as a natural part of how we live and work. By showing how responsibly sourced wood integrates into people’s everyday lives. Not just as a raw material, but as part of their spaces and stories.
First, we began by crafting the idea and visual direction.
I developed storyboards and illustrations to trace the journey of wood and pulp. From managed forests to real homes, highlighting its warmth, versatility, and presence in daily life. The design language was tactile and grounded in everyday textures, evoking a sense of familiarity.
Then we brought it to life on film.
We partnered with a Chilean production company to shoot in Santiago using real materials (wood, pulp, paper) to maintain authenticity throughout. Each environment was designed to reflect the quiet intimacy of home, with natural textures and organic lighting that mirrored the spaces where wood naturally belongs.
Fun fact: our tiniest cast member was deeply committed to his role as a chill baby, a true pro.
Then we rolled out the campaign across multiple channels.
From press and print to digital and social, we implemented a cross-platform strategy supported by a full suite of creative assets. I led the art direction across all touchpoints, ensuring visual consistency and cohesion—from the dedicated landing page and banner sets to localized content for each market. The campaign launched in English, Spanish, Portuguese, and Chinese to maximize reach and relevance in our key markets.
Press
Banners
Landing Page
Toolkit
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On social, we built momentum and interaction.
Through Instagram, Tiktok, Meta ad carousels, and YouTube short-form videos, we engaged diverse audiences with content adapted to platform behavior and regional language preferences boosting both viewership and brand perception.
Some of our client’s recognitions & certifications
- Carbon Neutral since 2020 — first forestry company worldwide
- Science Based Targets Initiative (SBTi) validated emission goals
- FSC & PEFC certifications for sustainable forest management
- ISO 45001 for occupational health and safety
- FSC Ecosystem Services recognition
The Results
60.7M
digital impressions
42.8M
content views
6M
total reach per country
Earned Media
featured across national press
and digital outlets
Wanna create something cool? Say hi! mimichellemillan@gmail.com