To bring CEO and founder John Chuang’s vision of becoming the first carbon-negative company in our industry to life, I led the cross-functional team that conceived and launched "All in on Earth." My role was to bridge the gap between complex ESG data and authentic brand storytelling, turning a massive operational shift into a compelling digital experience and global campaign. We wanted to move past the standard corporate playbook of buying carbon credits and instead show how we were fundamentally changing the way we operate.

I directed the creative strategy and design execution that highlighted our most impactful moves, from the transition to a virtual-first workplace to the development of the "Solar Twin" tracking tool. By humanizing the technical work of our sustainability team, we successfully communicated our achievement of reaching carbon-negative status in 2024. This milestone, anchored by a 56% reduction in CO2, serves as the foundation for our next ambitious goal: erasing the entire carbon footprint of our 35 years in operation.

The result was a transparent, high-impact narrative that solidified our position as a climate leader and gave our talent and clients a clear reason to believe in our commitment to the planet. And big awards from Anthem and Digiday too.