I Miss You Nature
Experiential and Emerging Tech
Client: Environmental Defense Fund
Problem: Earth’s ecosystems are being damaged by irresponsible use of resources.
Insight: People don’t recognize how much we rely on natural resources for all aspects of our life.
Big Idea: You can never truly appreciate something until it’s gone.
Execution Idea: An upscale restaurant built in the heart of NYC. Hyped up by food critics and social media as the newest culinary smash hit with a famous executive chef meant to be serving some new exotic dishes. Meant to drive an affluent audience who are able to afford luxury dining experiences.
Execution Idea: A menu is presented to patrons, unbeknownst to them, containing only extinct species that humans have hunted or farmed into extinction. The wood is labeled as having been “taken from one of the last 100 Wood’s Cyad Trees endemic to Southern Africa”
Execution Idea: After 20-30 minutes, patrons are served empty dishes with the following note from the chef and their meal receipt prompting them to donate the cost of their meal to stop habitat destruction.
Emerging Tech: Immersive IMAX Experience Partnership with Disney’s Soarin’
Execution Idea: Disney created the Soarin’ ride that takes people on a round trip tour of the world’s most beautiful scenes. But these places are threatened by destructive human activity. So we want to create an alternate viewing experience that shows these beautiful scenes before and after being decimated by destructive human activity.
Execution Idea: Audiences are brought into the viewing space and strapped into the ride that brings them into the curved immersive IMAX screen via a moving hydraulic seating platform.
Execution Idea: Like the original ride, the first stop is Isfjord, Greenland in the present day. This is shot identical to the original ride apart from the visual of a visible date over the horizon
Execution Idea: After flying over the peak of the mountain, the scene changes to a later date in the very near future with a stark contrasting environment with little to no habitat left.
Execution Idea: After more examples of environments changing as a result of human exploitation, the screen fades to black with the above visual. Ride patrons are then given the option to take a Disney PhotoPass photo in front of the screen to share on social media.