[REQUIEM FOR LANDFILL]
ABOVE & BEYOND
CLIENT
Above & Beyond
YEAR
2023
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
A new brand with no identity yet, and no audience.
The job: build the world, write the story, make the film.
Make people want it.
In a product category full of
"we're killing the planet..."
"we know we're not perfect, but..."
"a better choice for a better world..."
A&B takes the planet seriously, but not itself.
[COMMANDMENTS]
DON'T - preachy
DON'T - eco-clichés
DON'T - guilt
DO - personality before mission
DO - explain refills (in one watch)
DO - make sustainability entertaining
002. // BRAND VOICE
The trick: use the apocalypse on purpose. If sustainability sounds like a funeral, we throw the funeral ourselves. Humor without preachiness.
The brand laughs at the genre it's stuck in.
003. // SCRIPT TO SCREEN
[ LEFT: what was made]
[RIGHT: what was said]
004. // PRODUCT STORYTELLING
A new product...
...needed a mantra, not an instruction manual.
We compressed four steps into four sentences into four words:
[USE > REFILL > SCAN > RECEIVE]
005. // SELECTED SEQUENCES
