Framing Our Future
Framing Our Future is a climate change initiative, inviting individuals to reconnect with cherished memories in nature and envision a sustainable future. Inspired by their fondest moments, we prompt reflection on how one can actively contribute to preserving these experiences for generations to come. The campaign forged partnerships with influential figures, including Lucy Liu and the Clinton Global Initiative, amplifying our dedication to building a sustainable future.
Art Direction / Design / Motion Graphics / Video Editing
Social Media
Our impactful campaign resonated widely, garnering attention from diverse audiences and even earning a tweet from actress, Lucy Liu. In our commitment to fostering a sense of community, we encouraged active participation through user-generated content.
The Instagram Stories filter invited users to envision their future by snapping a picture within a customizable frame. Featuring a pair of hands, the filter allowed users to select their preferred skin tone, adding a personalized touch to the experience. Through this interactive tool, users were empowered to visualize and share their aspirations for the future in a creative and inclusive manner.
The Process
RESEARCH + SCRIPT
Teaming up with a copywriter, we spearheaded the conceptualization of the "Framing our Future" campaign. Recognizing the challenge of motivating action on climate change despite widespread awareness, we turned to nostalgia as a powerful tool. By tapping into people's emotional connections with nature — past, present, and future — we aimed to inspire proactive engagement. Through this campaign, individuals were encouraged to frame their memories and contemplate their desired relationship with nature, fostering a collective vision for a sustainable future.
The script was crafted to guide the audience through a poignant journey, starting with sentimental nostalgia before confronting the stark reality of our current situation. As the narrative unfolded, viewers were prompted to confront the challenges we face, yet were ultimately guided towards a hopeful and uplifting vision of the future. This emotional rollercoaster aimed to evoke introspection, empathy, and determination, inspiring viewers to envision a brighter tomorrow and take meaningful action towards it.
SKETCHES + ARTBOARDS
Rough sketches played a pivotal role in mapping out the visual narrative of the audience's emotional journey, segmented into three distinct chapters. The first chapter, "framing their memories," unfolds with a sentimental and joyful montage, capturing people's intimate interactions with nature through the senses — daydreaming in lush grass fields, adventurous tree climbing, and the tranquil experience of running fingers through a serene lake. Throughout, the motif of framing is interwoven, serving to contrast the differing states of nature — detrimental versus hopeful. The second chapter reveals nature's current harsh conditions, juxtaposing the idyllic memories with the stark realities faced by nature today. Finally, the narrative shifts towards the third chapter, "framing their future," offering a glimpse of hope and optimism as viewers envision a brighter tomorrow. A quick-paced montage of video clips intensifies the emotional resonance before concluding with a compelling call to action.
ANIMATION + EDITING
Because the framing motif was going to be used throughout the video, it needed to have a dynamic, yet elegant animation. Through experimentation with stroke thicknesses and morphing effects, an animation was crafted to evoke the motion of capturing a picture with a camera. Artful and candid video clips — thoughtfully chosen for their balance of action, emotion, and energy — were woven together with intentional transitions.
Music played a crucial role in capturing the emotional arc of the journey. Carefully selected and edited, the soundtrack was synchronized to accentuate the highs and lows, matching the rhythm of the narrative. Strategic build-ups and dramatic pauses were precisely timed to coincide with segment transitions. The meticulous editing process of music and visuals enhanced the overall impact, further immersing the audience in the storytelling experience.
