Copper Alliance Digital Campaign
Art Direction | Animation | Design | Illustration
As the global voice of the copper industry, the Copper Alliance sought to strengthen its reputation among government officials and policy influencers across six international markets. While copper was valued as a material, its contributions to clean energy innovation and sustainability were less understood.
We developed the digital campaign “Think Copper”, a research-informed campaign that invited audiences to discover copper’s often-unseen role in everyday life.
My role spanned art direction, design, illustration, and animation, using the campaign idea to shape visuals that looked beneath the surface of familiar environments and revealed the copper-powered systems within them. We brought this approach to life through motion graphics and social ads, later repurposing the assets for a targeted campaign and interactive installation at Climate Week 2017.
A cross-national reputation study uncovered an opportunity to connect copper’s practical value with its broader contribution to society. Our creative approach made that connection tangible by looking inside familiar environments and showing how copper helps power the systems people rely on.
The motion graphics linked everyday benefits to a larger sustainability story, making an industry topic accessible and relevant to policy and B2B audiences.
I helped shape an illustration approach that revealed the hidden components and connections within everyday settings. Custom graphics turned familiar scenes into moments of discovery, showing where copper plays a role and why it matters.
The visual treatment across social and digital ads and the Climate Week installation, maintaining a consistent identity while designing for each format. The ads introduced focused messages, while the interactive installation invited audiences to explore copper’s role in greater depth.
For Chile, a major copper-producing market, we developed a separate infographic tailored to the local context. The format brought copper’s role and benefits into a clear visual narrative, extending the Think Copper campaign through content designed specifically for the market.
We adapted the Think Copper campaign into an installation at the Climate Week venue, inviting visitors to discover the copper-powered systems hidden behind everyday walls.
I worked closely with our vendor to plan the structure and coordinate logistics, translating the visual concept into a physical experience that brought the campaign’s story to life.
Together, these elements brought the campaign’s sustainability story into both digital and physical spaces, giving Climate Week audiences an engaging way to discover the material behind everyday progress.