Numbers for the incredible Giant Armadillo are on the decline. So we took it upon ourselves to spread the word, focusing on the joy of how amazing these creatures are, rather than the doom and gloom.

The campaign centred around a new track we asked Bob the Drag Queen to create, using music to reach our audience. The twist? The song features sounds of the last remaining high-altitude rainforests of the Peruvian Amazon that the Giant Armadillo calls home. (Nature is officially collaborating with a drag queen on a track!) We also partnered with Sounds Right & EarthPercent so that all income from streams goes directly back to nature, supporting nature on the ground.

The campaign centred on the music video and featured an OOH mural that received national press coverage, along with supporting social content, including makeup looks, social skits, and games. I helped concept, create, and deliver all written work.

What better format to inspire people than through music? Our ReRooted campaign took three musicians into the wilderness to create a new track from the nature samples they collected. The results were insane. We created three hero videos, each with supporting social content, and put on two sold out events, each with fun interactive elements. I helped with everything from concepting to creation, writing scripts, social-first thumbnails, posts, and supporting editorial that lean into our key message: nature is fun, relatable, and inspiring.

It’s good to talk – especially if you’re an endangered species with a lot on your mind. To communicate the problems many animals face, we created Animals in Therapy, which highlights common plights and perspectives across species in the natural world. I wrote web, Instagram, and YouTube copy to accompany the externally-made assets.

Using the characters from the series, we staged a little Q&A here and there. Steve particularly kicked off, with people writing in with all sorts of love queries that I definitely didn’t feel qualified to give advice on.

We’d set famous names up with a few curious species, who’d talk over a few common misconceptions from either end.

Paid social campaign to promote carnivorous plants, what they’re all about, and how they came to be. I worked with an illustrator to bring this twisted carnival idea to life – our attempt at simplifying the names and killing methods of famous petalled carnivores. I also wrote the script for Carnivory, a beautifully bogus perfume ad to highlight how attractive a carnivorous plant can be to a lil’ ol fly. Plus, additional supportive posts that communicate this natural phenomenon in a relatable and entertaining way.

Every now and again we like to slip into the mainstream. For Teenage Mutant Ninja Turtles and Barbie, we spotted an opportunity to jump on the hype train and bring some natural awareness to some superstar species.