Protect the Protectors
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Branding
A multi-touchpoint awareness campaign against shark nets on Australia's east coast, in partnership with Patagonia.
Shark nets are widely accepted as a safety measure despite overwhelming evidence that they harm marine ecosystems far more than they protect people. The challenge was shifting public perception around a deeply ingrained policy — making a complex environmental issue feel urgent, personal, and actionable to a younger audience.
The campaign was built around the central idea that marine animals are protectors of the ocean, and by protecting them means protecting us. A bold black-and-white visual language was used across every touchpoint to create a stark, un-ignorable aesthetic. Large-scale typographic posters frame the message from the animal's point of view, making the issue feel immediate and emotionally direct. The system extended across social media content, outdoor billboards, a campaign website, branded merchandise, and a storyboard animatic, with the Patagonia partnership lending credibility and reach to the cause.
