Strategy and creative direction for We Are One Ocean, a campaign in support of the global initiative to save 30% of the world’s oceans by 2030.

We Are One Ocean is a campaign with multiple missions: to galvanize the ocean-appreciating WSL audience to sign the 30x30 petition and to create awareness that the WSL is a leader in the ocean conservation space.

Lockup with built-in CTA against campaign pattern, a wall of reasons for signing.

We Are One Ocean film featuring Dr. Easkey Britton.

The instinct to focus on the ocean’s decimation is one that’s hard to ignore. That said, we’re desensitized to images of seahorses wrapped around Q-tips and trash patches in the Pacific.

We Are One Ocean film featuring Mikey February.

So, we created six films based on humans. On human connections to the ocean through multiple lenses: cultural heritage, social justice, ocean policy, fun, social science.

Everyone has a connection to the ocean. Everyone has a reason for signing.

We used those connections to drive live events on Zoom, editorial coverage, and a full social campaign.

WSL Instagram story takeover: the WSL’s reasons for signing the petition.

I served as creative director on the campaign. My roles included ideation, strategy, and pre- to post production, informing everything from live footage art direction and motion concepts to type, color and graphics.

We Are One Ocean film featuring Dr. Cliff Kapono.

We Are One Ocean film featuring Dr. Ayana Elizabeth Johnson.