Inspiring Environmental Change & Regeneration
Client
LUAP x Arts Council
Agency
Paper Wall
My Role
Creative Director
Skills Used
Creative Direction
Design Direction
Content Design
Video
Photography
The Challenge
LUAP needed a campaign and workshop identity for Seeds of Change that could carry the idea of transformation without losing warmth and approachability. The work had to lead with real materials, real process, while still landing cleanly across print and digital.
The Solution
I set the creative direction around a single, crafted “hero moment” the germination as a physical rupture. We built and shot a practical time-lapse using a cast pink bear head and live seeds. Testing materials, timing and lighting until the break felt expressive but still readable. Around that, I designed a stripped-back layout system. Bold outline type, lots of negative space, and a hierarchy that lets the image do the emotional heavy lifting across posters, social assets and on-site use.
The Impact
The result was a distinctive, ownable campaign that feels made, not simulated, connecting the workshop to LUAP’s process and giving partners a clear, consistent set of assets to roll out.
Iteration After Iteration
The time-lapse was pure trial and error. I ran multiple tests to get the break just right, fractured enough to feel alive, intact enough to still read as the bear through the sequence. That unpredictability is the point, this is collaboration with nature, not something polished into place with CGI.
Germination
The seeds were filmed over several months, using time-lapse photography to capture the small shifts, pressure, cracks, and movement at the highest detail. In the first online release I chose to focus on the opening burst rather than the full cycle as it felt more hopeful, more energetic, and then on print showed the extended edit.
Real World Experiences
