An interactive AI campaign for Microsoft, made with forestry scientists at SilviaTerra, that let people see US forests through the eyes of Microsoft AI and then plant the right trees, in the right forests, to help fight climate change.
I produced the campaign end to end. Rather than maps, we used gaming technology to turn AI-interpreted forest data into interactive 3D visualisations, organised by species, with copy that told the stories of the challenges that each forests faced. Users visiting the website could see first hand where action was needed most, the data was made public, and actionable, for the first time. The campaign was launched for Earth Day in 2019 across social and all Microsoft-owned channels, it beat the target of money raised in a matter of days, which let the The Nature Conservancy plant hundreds of thousands of trees in the forests that needed them most, and became Microsoft's most successful campaign of its kind to date.
Client: Microsoft
Role: Creative Producer
Formats: Interactive 3D experience, film, digital, OOH, social
Agency Tea & Water, produced via Tea & Water Pictures
Role: Creative Producer
Formats: Interactive 3D experience, film, digital, OOH, social
Agency Tea & Water, produced via Tea & Water Pictures
