SIMA ENVIRONMENTAL FUND

Strategy director

SPILT LIFE

Description: Poisoned marine animals constantly wash ashore along the coasts of California, covered in toxic oil that comes from the constant leaks of underwater pipelines. On October 1st, 2021, the shores of Huntington Beach were damaged by an oil spill miles from shore but close to home.

The Spilt Life project collected these dead animals and used them as 'printing plates'. The same oil that killed them is used as ink, as they are pressed against paper, creating a powerful impression of the dead animal, on canvas. The selection of each specimen responds to design and print criteria, such as form, texture, and arrangement.

Once done, the balance of the golden ratio is used to determine the final framing, to deliver the most striking statement on the offshore drilling problem. Spilt Life is an expanding collection that includes specimens such as crab, halibut, octopus, rockfish, sablefish, and squid.

We then held an event to fundraise for the SIMA Environmental Fund, selling these art pieces for donations.

Role: This was a quick and nimble team that went all hands on deck - literally. I was the only strategist on this team, but it was a collective effort of five people who saw an opportunity to tell a story and make change. 

I left the logistics of finding an artist and fish to the creatives while I thought through which organization this should be connected to, how we were going to get their attention, and what the human insight was that we could lean on to increase attention. The insight: Humans are hardwired for empathy. We see something suffering, we feel sad for it. Our problem: it's hard to feel connected to animals dying across the coast. 

From all of that, I landed on our strategic opportunity: If you can't hear something's cry for help, show it. 

This aligned our creative idea with culture and consumers while doing good in the category. 

Result: As we Award: Cannes Shortlist, Industry Craft, 2023. Funds were donated to beneficiaries of the SIMA Environmental Fund.