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World Wildlife Fund Campaign

Project type

Full Integrated Campaign

Date

Fall 2024

Location

Atlanta

For this project, the challenge was to conceive and develop a full-scale campaign for a nonprofit organization, with my core task being to devise a compelling strategy to significantly raise awareness and inspire tangible action for conservation. The central problem identified was the low public urgency surrounding the disappearance of many endangered species.

My strategic approach centered on creating a visually arresting and emotionally resonant campaign, utilizing motifs like topographic maps and haunting, "ghost-like" imagery to forge a deeper connection between the audience and the critical need for conservation efforts. This core theme, "ghosts of the future," was woven into storytelling across various campaign concepts.

Design played a crucial role, from initial explorations with topographic lines forming animal logos to developing translucent, spectral visuals representing animals fading from existence .

To actively engage the audience and convey the urgency, interactive elements were key. Concepts included a "Holographic Wildlife Exhibit" where ghostly animal figures would flicker, symbolizing their fragility.

An interactive "Species Resurrection Quiz" where correct answers would visually 'revive' animals.

Educational storytelling was embedded within these interactions to deepen understanding and personal connection.

The journey from initial concept explorations, through digital prototyping and video creation, to the final multi-faceted campaign ideas, challenged me to think creatively about how to transform passive awareness into active participation and drive real-world impact and empowerment for the nonprofit's mission.

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