Designing a Campaign for Nature (30x30)
Client: The National Geographic Society + Campaign for Nature (2021-2022)
Role: Creative Director + Artist
For the National Geographic Society's Campaign for Nature (30x30) initiative, I spearheaded a multi-pronged, multimedia campaign designed to elevate the ambitious conservation goal of protecting 30% of the planet by 2030. At the core of this initiative was a series of reimagined iconic images from renowned Nat Geo photographers, transformed by a diverse group of talented artists and animators from around the world. These powerful visual statements were strategically distributed globally, targeting world leaders and the public through the @natgeo Instagram account, reaching hundreds of millions of viewers. The campaign's impact was further amplified by integrating augmented reality (AR) experiences into several pieces, enabling viewers to engage more deeply with the 30x30 message as they encountered them in the streets. This interactive approach not only captured attention but also fostered active participation in the conservation dialogue and sent viewers to online action portals.
The campaign's influence extended well beyond digital platforms, making a significant impact in educational settings and at key conservation events. We developed and distributed a comprehensive K-12 educational toolkit to 20,000 classrooms across the United States, providing free access to campaign assets for students and educators through Amplifier.org's networks. This ensured that the project's message permeated both digital and physical spaces, nurturing a new generation of conservation advocates. Furthermore, all artwork was made available as free downloads, maximizing the project's viral potential and accessibility. The campaign's presence resonated at crucial conservation events, from Earth Day celebrations to the UN General Assembly, reinforcing the urgent need for global action on biodiversity protection. Through its multi-faceted approach integrating art, technology, and education, the Campaign for Nature 30x30 initiative successfully elevated the conversation around conservation and inspired tangible action towards safeguarding our planet's invaluable natural resources.
Art by Mazatl, Roger Peet, Tracie Ching, and Ernesto Yerena, reinterpreting iconic photographs by Frans Lanting, Cristina Mittermeier, Paul Nicklen, Joel Sartore, Cory Richards, myself, David Liittschwager, and Thomas Peschak.