The Whitebark Pine had just been listed as threatened, and American Forests needed people to actually care. I concepted the campaign around a simple idea: hide most of the shot behind the tree itself, since a whole ecosystem, grizzlies, squirrels, birds, depends on it without most people ever noticing. “Behind this tree, there’s a whole ecosystem that depends on it” became the line that carried the entire print and key art series.
I also scripted the social videos, cutting them down from a longer documentary shot with the nature experts behind the film, and oversaw the “Save the Whitebark Pine” title treatment that ties the whole campaign together.
Thanks Leo!
Leonardo DiCaprio shared one of the videos to his own Instagram, prompted by outreach from American Forests’ PR team, and a clear signal that the campaign’s clarity landed even at that scale.
