ACF: Natures Cry (Art Direction, Creative, PR, Design)

Alongside my creative partner, we came up with this PR concept to raise awareness for the nature crisis happening in Australia, with a focus on deforestation. I was in charge of look & feel / art direction, as well as design, and storyboarding.

THE BRIEF

As of 2024, Australia holds the highest rate of deforestation in the developed world. More mammals have gone extinct here than anywhere else. When the government announced plans to rewrite our nature laws, the Australian Conservation Foundation needed to find a way to make them listen.

THE IDEA

ACF partnered with Dr. Lilach Hadany to create the Nature's Cry project. Her team made a groundbreaking discovery: plants emit ultrasonic popping noises, but when they're when in distress due to physical damage or dehydration, these sounds become irregular and erratic. Through an algorithm, these signals were translated into something audible to the human ear. Pop sensation and activist Jack River then used this never-before-heard audio to produce a brand new track that would help the country hear a dying ecosystem.

THE RESULT

By translating nature's cries for help, we created an unignorable sound to rally around, reaching 15 million people (in a country of 26 million) and gathering over 520,000 signatures for a petition sent to the government.