Environmental Sustainability Storytelling
Throughout my career, I have witnessed the devastating consequences of environmental degradation and the urgent need to address pressing environmental issues. Through my work, I have captured powerful stories of communities affected by environmental crises, shining a light on the dire consequences and inspiring positive change. This has deepened my understanding of the interconnectedness between the environment, society, and human well-being. I recognize that environmental sustainability is crucial for the preservation of ecosystems, the mitigation of climate change, and the protection of vulnerable communities. My commitment to amplifying voices and driving meaningful change fuels my passion to create a greener, more sustainable world.
It is through my storytelling and advocacy that I can contribute to a more equitable and resilient future for all.
NATIONAL GEOGRAPHIC'S SLINGSHOT CHALLENGE: EMPOWERING TEENS TO CHAMPION ENVIRONMENTAL ISSUES
The National Geographic Society and the Paul G. Allen Family Foundation launched the Slingshot Challenge, a digital-first campaign empowering young people to tackle environmental issues. The challenge called for 13-18 year olds to create one-minute videos proposing solutions in five key areas: protecting nature, cleaning the air, reviving oceans, building a waste-free world, and fixing the climate. Formative partnered with the National Geographic Society to design and execute a purpose-driven campaign, engaging youth influencers, designing digital experiences, and developing content across social media channels. The campaign successfully generated thousands of registrations and exceeded expectations, amplifying the impact of young people and inspiring action for a better planet. My role as the lead influencer partnership manager and organic social media strategist was to design and implement the marketing program and activate over a dozen influencers to effectively reach teens in our global market areas. I also created promotional toolkits to effectively engage educators, influencers, and partner organizations.
GHOST FLEET FILM & VR MARKETING CAMPAIGNS
The Ghost Fleet impact campaign drove collective industry-wide shift in commitment, investment and action towards increased transparency and traceability of supply chains as well as in safer labor practices for workers. We engaged with the seafood industry directly and screened Ghost Fleet to over 400 industry members, connecting each with resources to support ethical purchasing practices and securing commitments from companies to review their supply chain.
We maintained pressure on the seafood industry by raising new awareness among consumers and elected officials alike. Over 11.3 million people have viewed Ghost Fleet content on social media and are empowered to ask where their seafood comes from when making purchasing fish in restaurants and grocery stores. The film has been screened in over 60 festivals and 22 countries. We have also brought Ghost Fleet to Capitol Hill, the United Nations, INTERPOL headquarters and other policy conferences, as well as provided footage to government agencies, including NOAA, FAO, US State Department, US Coast Guard, and others to further awareness around forced labor at sea and the need for improved regulations of imported fish. The heroes of our film were invited to speak at the United Nations during World Oceans Week, where Tun Lin, who was enslaved at sea for 11 years and now fights to liberate others, received a standing ovation. The video of his speech from this event has since gone viral on Facebook, receiving over 1.3 million views without any paid ad support.
SUSTAINABILITY STORYTELLING FOR THE LATE PAUL G. ALLEN'S VULCAN PRODUCTIONS
Many of the documentary films and VR experiences I had the privilege of singlehandedly managing the digital presence and marketing campaigns for were rooted in conservation and environmental sustainability storytelling. These social impact documentary films were: A Drop In The Ocean, Guardians of the Kingdom, Racing Extinction, Ghost Fleet, and the Ivory Games. I was responsible for brand and influencer partnerships, authentic social media writing, CMS management, social media toolkit creation, live tweeting and conference content capturing, and more.
INFLUENCER PARTNERSHIP WITH ACTOR AIDAN GALLAGHER
At Vulcan Productions, I was responsible for coordinating and producing integrated marketing campaigns across six social media channels. I co-produced a partnership between the Racing Extinction social impact movement and Vulcan Productions, where I worked as a Digital Marketing Officer. VP had produced the Racing Extinction documentary, and had a previous relationship working with actor Aidan Gallagher (known for his role in the Netflix original Umbrella Academy). Aidan’s influencer-creator content promoted a mindset among a Gen-Z audience which was in accordance to VP’s effort to help fund and facilitate a cultural movement towards responsible conservation. We reached over 20M viewers on Instagram and Facebook with Aidan’s creator-influencer content.
RACING EXTINCTION SOCIAL MEDIA MARKETING
Partnered with Discovery Channel & Oceanic Preservation Society to promote re-airings of the documentary “Racing Extinction” across social media channels and via paid display ads.
DROP IN THE OCEAN VR EXPERIENCE
Partnered with Conservation International and California Academy of Sciences to create and share social media and web marketing copy and PR toolkits for the social impact VR experience, “Drop in the Ocean.” I wrote dozens of social media ad copy and ran paid ad campaigns on Instagram and Facebook to motivate Californians to buy tickets to the experience. Drop in the Ocean is a 7-minute VR experience narrated by Philippe and Ashlan Cousteau and co-produced by Conservation International and Vision3 that immerses you in a stunning marine environment, introduces you to incredible animals, and invites you to take up the fight against plastic pollution—all from the perspective of a tiny plankton.
WILDFIRE REPORTING FOR MONTANA PUBLIC RADIO & YELLOWSTONE PUBLIC RADIO
I spent 18-months reporting for Yellowstone and Montana Public Radio on environmental and cultural issues. My work ranged from on-the-ground interviews with volunteer firefighters battling wildfires to in-studio recording sessions with Native American tribal members who shared their perspective on the most important issues of our time – which, at the time, included the Standing Rock protests. These experiences cemented my commitment to environmental and indigenous storytelling.