The Climate Reality Project

Building A Brand

I was selected by Vice President Al Gore to build a digital content department inside his environmental organization, The Climate Reality Project. Our role was to reinvent ways to communicate the complexity of climate change and help shift the cultural perspective from despair to hope. The content we created was built on the idea of optimism, believing that a healthy future is possible. We aimed to inspire people to think, feel, and act on the greatest challenge of our lifetime.

Objective

Technology has made us more powerful than ever. We’re all hyper connected which has made us watchdogs, critics, champions and collaborators. With this insight we aimed to create an experience that empowered people to drive change. We didn’t create social content, we created tools for action.

Jack Johnson Collaboration

Brushfire Records partnered with The Climate Reality Project to tell an environmental story. The initial request was for a simple music video concept, but what we created turned out to be something much larger than that. From a forest devoured by pine beetles, we created a pinewood guitar for Jack Johnson's North American tour. While on stage, Jack played the guitar and took time to speak with the audience, emphasizing that climate change is the defining challenge of our generation. He encouraged everyone to join him by voting for climate-conscious leaders

24hrs of Reality

We concepted, produced, and launched "24 Hours of Reality," a streaming broadcast aimed at drawing the world's attention to the climate crisis and the solutions that are in our reach. The show was a 24 hour long broadcast, sharing stories of change and showcasing the progress achieved by community, companies and countries. As part of the experience, viewers had the opportunity to download Al Gore's iconic "An Inconvenient Truth" slide show, and in every timezone Al himself instructed viewers on how to deliver this presentation in their own community. "24 Hours of Reality" was not just stories of change; it also featured musical performances by bands like Coldplay and Jack Johnson. Segments were hosted by celebrities such as Mark Ruffalo and Leonardo DiCaprio. Upon its launch, the show set records as the most highly viewed streaming event of its time.

Cost of Carbon Social Campaign

Carbon pollution is contributing to more frequent and severe weather disasters, causing devastating impacts on people around the world. This pollution comes at a steep cost, we’re paying in dollars and lives, as well as livelihoods. TheCostOfCarbon.org offers individuals the opportunity to discover the cost they’re paying based on their location and add it to the ongoing tally. The tool also enabled users to collectively flood the Twitter feeds of the top 20 global polluting countries. Through this feature, we delivered a message that we all bear the burden of carbon pollution and it was time to enact legislation on the worlds leading polluters.

PRO SNOW

To expand our outreach to new audiences, we formed partnerships with winter athletes who wielded significant social influence. These athletes are bearing witness to the decline in snowfall and its effects on our beloved winter sports. That's why Olympic gold medalist Ted Ligety, Kaylin Richardson, REI, 1% for the Planet, Patagonia, NASTAR, K2 Skis, Aspen, and many more got involved with the PRO SNOW partnership. Their substantial following and deep connection to the sport made them invaluable allies.

Branding a Vice President

Former Vice President Al Gore has been tirelessly raising the alarm about the climate crisis for decades. However, the data he shared failed to capture people's attention. What we discovered is that numbers alone don't move people;  stories do. Vice President Gore found himself in a challenging situation, spending years trying to convince us of the reality of climate change. He hammered this message so hard that it inadvertently led to a sense of helplessness. He dedicated all his efforts to highlighting the problem, which unfortunately left people feeling immobilized and without a clear course of action.

To address this issue, we needed to overhaul his messaging strategy, focusing on optimism, hope, and the potential for a greener future. We assisted in crafting his messaging platform around solutions and instilling the belief that a brighter future is within reach. This shift in approach resulted in a record-breaking TED talk, a new book, a powerful speech at the UN, and renewed collaborations with governments worldwide.

Strategy

Brand Strategy
Digital Strategy
Social Strategy
Content Strategy

Content

Campaign Creation & Execution
Website Design & Development
Brand Development
Immersive Experiences
Environmental Installations
Native App Design & Development
Software Design & Development
Digital Product Creation
Branded Films
Lifestyle Content

Design

Visual Design
Creative Direction
Motion Design

Creative Partners

The Climate Reality Project