Talk Nature – Greenpeace

Academic research met advertising craft to create a powerful piece of filmmaking.

This was an unmissable opportunity to help everyday kiwis feel less alone, and inspire them to speak up for nature.

In 2022-23, I had the pleasure of working as Creative Lead on The Green Ideas Project. This was a tactics and research lab, pioneered by Greenpeace Aotearoa, looking at how New Zealanders connect to nature. As one part of the extensive mahi, focus groups were held across the country, talking to New Zealanders from every walk of life

The kōrero was not focused on climate change, biodiversity, or any other specific issues, but participants’ general ideas and experiences around nature. Yet unprompted, people spontaneously and repeatedly opened up with their worries about the breakdown and loss of nature, and their reluctance to share these concerns in the open – a feeling of societal pressure to stay silent.

The insight ignited a tactical brief for a piece of creative, to communicate this surprising insight, empower people, and foster public conversation in an election year.

Find out more in my Design Assembly article about this campaign.

For Greenpeace Aotearoa, used to a mostly rapid, reportage-style of content creation, this level of concept and craft had huge cut-through internally on a more conceptual way to empower audiences.

Agency/Client Greenpeace Aotearoa

Year 2023

Country Aotearoa New Zealand

My roles Concept / art direction / scriptwriting / production / photography / design

Director Alyx Duncan

DOP Nina Wells

Editor Adam-Luka Turjak

Media Cinema / Social / Website / Outdoor