This campaign was built to connect with Gen Z, an audience that’s digitally native, visually fluent, and deeply aware of the climate conversation. The idea was simple: show how renewable materials are already part of their daily lives. Your OOTD? Your coffee cup? Your day-one hoodie? All of them can be made from renewable sources!
We began by defining the message through an idea
Our first step was translating technical facts into story-driven frames, developing short scripts and visual tests that made the story relatable.
Then we translated those stories into reality
In close collaboration between our agency and the production team, we created a visual inspired by renewable raw materials. Each one was brought to life as a short, surreal scene inspired by meme culture: Poseidon discovering a compostable coffee cup. Your ex’s hoodie. Taylor trading her jet for a bike tour to help capture millions of tons of CO₂ through sustainably sourced wood. And so much more!
We rolled out the campaign across press, digital, and social platforms
I designed this visual assets for every platform, ensuring consistency across markets. The visual system blended analog soul with digital attitude, using bold type, collage textures, and surreal yet playful elements to stand out in social feeds. The campaign was launched in English, Spanish, Portuguese, and Chinese to reach our key global audience.
Press
Website / United States
Landing Page
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Amplifying Reach Through Tailored Social Content
By crafting platform-specific creative for Instagram, TikTok, Meta, and YouTube Shorts, we reached diverse audiences with content designed for behavior, language, and context—boosting engagement, brand affinity, and viewership across regions.
The Results:
115M
digital impressions
41.5M
content views
10.2M
total reach
Earned Media
featured in sustainability-focused coverage
Wanna create something cool? Say hi! mimichellemillan@gmail.com