[REQUIEM FOR LANDFILL]
ABOVE & BEYOND
CLIENT
Above & Beyond
YEAR
2022
ROLE
Concept / Script / Design / Motion / Edit / Sound
STUDIO
Half Gus
FORMAT
Web / App / Social
Launching a sustainability-first product through brand, story, and motion. Solo, end-to-end, from a white page.
(X)
Wrote the script across multiple drafts
(X)
Built campaign concept and brand voice
(X)
Compressed the 4-step product mechanic into 4 words
(X)
Directed every layer: design, motion, edit, sound
(X)
Made sustainability funny without being smug
001. THE CHALLENGE
Above & Beyond was a brand with a loosely defined identity, in need of a story film. The job was to make it entertaining.
In a category full of
we're killing the planet...
we know we're not perfect, but...
a better choice...
A&B had to take the planet seriously but not itself.
The commandments:
DON'T be preachy
DON'T use clichés
DON'T guilt trip
DO put personality before mission
DO explain refills (in one watch)
DO make sustainability entertaining
002. BRAND VOICE
There's no way around it: sustainability sounds boring, apocalyptic, intense... so why not embrace it and have fun with the category itself.
003. SCRIPT TO SCREEN
14 drafts.
004. PRODUCT STORYTELLING
The refill mechanism needed to feel like a mantra, not an instruction manual.
Four sentences Four words:
[USE > REFILL > SCAN > RECEIVE]
005. SELECTED SEQUENCES
