World Wildlife Fund (WWF) Koalas in Crisis
Over half a million actions taken
Contributed to law change
– Concept Development
– Script Writing
– Client Management
– Production Management
– Studio Management
The Opportunity
WWF needed people to email politicians about tree-clearing laws putting koala habitats at risk. Rather than just asking for signatures, we started thinking about how to get people genuinely engaged with the cause – something creative and fun that made people want to take part, not just tick a box.
The Approach
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Found the reframe — as part of the team, I helped shape the idea of turning a protest into a celebration: NIMBY became KIMBY, "koala in my backyard," and the campaign's whole voice grew from there.
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Shaped the mechanic and the words around it — working on the script and creative for the campaign, we built the idea of turning a message into a folded digital origami koala, hung on a shared virtual tree — something that felt like leaving a mark, rather than filling in a form.
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Managed it from both sides — running point between the creative studio and WWF, keeping the studio team aligned on the brief while making sure that same creative carried through the landing page, video, and social content all the way to launch.
The Result
Over half a million people took action — and NSW tree-clearing laws changed as a result. It's one of the projects I'm proudest to have been part of.
Over coffee, I'd tell you...
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The animation was a finalist in the Web Animation Category, AEAF (Effects & Animation Festival) Awards
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The origami koala animated exactly as you would fold it in real life — the studio floor was littered with failed prototypes
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We were initially only engaged to work on the animation but the client was so blown away by the art that they asked us to create the landing page and other social assets too
