Role: Freelance Creative Director x Producer
Project: Plastic-Free July Campaign

As Creative Director at Global Conservancy, I spearheaded the creative strategy for the Plastic-Free July campaign and ‘Walk the Talk’—one of their most impactful initiatives to date. Leading the Creative and Product teams, I was responsible for shaping the vision and managing resources to bring this campaign to life in a way that truly resonated with the organization’s global audience.

In this project, the focus was on fostering collaboration among various stakeholders to ensure that overarching objectives were effectively translated into actionable creative briefs. By assembling a diverse global team comprising freelance videographers, photographers, copywriters, and designers, the campaign identity was brought to life in a manner that engaged a broad audience. This approach aimed not only to address perceptions surrounding plastic use but also to instil a sense of agency and empowerment within the community. The creative output sought to playfully challenge existing narratives, encouraging individuals to rethink their relationship with plastic and fostering a collective movement towards more sustainable practices. Through strategic communication and innovative storytelling, the campaign successfully resonated with its target audience, motivating them to take positive action.

While aesthetics played a role, we also wanted to establish a tone of voice, visual identity, and narrative that would effectively motivate individuals to support the Protect Communities from Plastics Act. Achieving over 20,000 signatures thus far illustrates the success of this approach.

From kickoff to completion, I oversaw every detail, ensuring we hit our deadlines and stayed on budget, all while staying true to OC’s mission. The results? We held the oil industry accountable, shifted public opinion on plastic use, and ramped up support for legislative change. The campaign didn’t just raise awareness—it drove action.