Doing Nothing is Crazier



In honor of the 2021-2030 United Nations Decade of Ocean Science for Sustainable Development to address the ocean plastic pollution crises, Conservation International wanted a campaign seeking solutions to eliminate the ocean's plastic. When we came across tragic photos/films that illustrated what plastic pollution was doing to the marine ecosystem and wildlife and learned that the ocean receives a whopping eight million tons of plastic yearly, we immediately wanted to find a way to break through the clutter that was causing people to feel shocked and helpless. The objective of the "Doing Nothing is Crazier" campaign stemmed from the insight that it will be future generations who are forced to live with and adapt their lives to the consequences of our actions. To achieve this, we asked people to stop doing nothing and inspire people to do something.

In early April, we received a request to help an iniative devoted to giving frontline workers access to free mental health counseling during the COVID-19 crisis. In a matter of days we’d taken them on as a pro bono client at Chiat Day.

We began by giving their project a new name, a logo and a design system. All subsequent messaging was laser-focused on one thing: letting frontline workers and their friends and familes know that this crucial resource existed. I worked on all the art direction and worked with a New York Times photojournalist-turned-EMT Andrew Reniessen, among others.