Building a global sustainability story
BRAND STRATEGY | GLOBAL CAMPAIGN | VIDEO | SOCIAL
THE GOAL
Sappi wanted to evolve its brand positioning beyond products, creating a global campaign that communicated its commitment to sustainability through authentic storytelling. The challenge was to unite audiences around a single narrative while showcasing the company's people, partnerships and positive impact across multiple regions.
APPROACH
Developed a story-first campaign centred on the idea that making the most of trees means making the most of life. Rather than leading with products, the campaign focused on authentic human stories from employees, partners and sustainability ambassadors.
A mix of long and short-form video, photography and social-first content drove audiences to a campaign hub, creating a scalable platform for stories from around the world.
EXECUTION
Produced the campaign's flagship content across Europe, South Africa and North America, collaborating with local crews to capture diverse voices and perspectives.
This included directing and producing a hero film at the Eden Project, alongside stories exploring beekeeping initiatives in rural South Africa and a Black female-owned winery in California championing sustainable viticulture. Beyond the films, I developed motion graphics, social content and multimedia assets that brought each story to life across digital channels and the campaign hub.
RESULTS
The Made for Life campaign launched as Sappi's new global brand platform, significantly exceeding engagement and impression targets by more than 200% while remaining within budget.
The campaign established a scalable content ecosystem spanning video, social media and an interactive digital hub, providing a long-term foundation for global storytelling and audience engagement.
VIEW WORK BELOW
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VIEW WORK BELOW *
Sappi X Eden Project
Sappi X Ward Four Wines