one million trees

Student Project | 2022

An educational video to raise awareness of the issue of deforestation in relation to toilet paper production. The aim was to highlight our individual contribution to the problem and then provide a solution and call-to-action, to promote the Australian toilet paper brand Who Gives A Crap, who offer sustainable alternatives to traditional toilet paper.

Hand-drawn sketch explaining environmental topics related to trees, global warming, recycling, and Earth’s ecosystems, including diagrams, charts, and notes.

Sketching ideas to map out a narrative after researching the impact of toilet paper production on deforestation. Shockingly, one million trees are chopped down every day for toilet paper production, so I decided to put this fact front and centre.

A color palette chart with 10 different colors arranged in two rows, each labeled with RGB values and hex codes.
Sample of bold, black, uppercase and lowercase alphabet letters and numbers in different fonts.
Colourful abstract shapes including circles, squares, triangles, squiggles, and lines in pastel colours on a white background.

Who Gives A Crap has a fun and friendly personality that sends a serious message without taking itself too seriously. Tone of voice is warm and light-hearted with some cheeky toilet humour to make you smile.

The visual language comprises graphic shapes, squiggles and stripes over block colours or patterned backgrounds, and bright, ice-cream colours. Photo cut-outs are also used, so assets were created to reflect this style.

The primary brand typeface is Sauna Black Italic, with Gilroy Bold supporting.

Storyboard illustrating the environmental impacts of deforestation and benefits of switching to a recycled product, through diagrams, charts, infographics and illustrations.

Mapping out the storyboard to work out timings with the voice-over and music.

A pink chainsaw with a metallic blade set against a vibrant, patterned background of green geometric tree shapes.
Illustration of trees at different heights releasing CO2 molecules into the atmosphere, with a background gradient from yellow to red indicating increasing temperature.
A top-down view of a toilet with numerous green geometric tree shapes flowing into the bowl.

The visual style applied to selected frames to demonstrate the finished aesthetic.

credits

Music Cotton Toys by SOUNDROLL on Uppbeat

NEXT - The Cat's Pour