Presenting the natural world through the prism of the advertising world
Our mission is to contribute to the critical mass of environmental awareness in the age of the climate crisis. We have no overt political agenda or commercial imperative. The idea is to present images of the natural world in spaces that are traditionally the preserve of advertising.
If we promote the natural world in the same way that the commercial world promotes commodities, can we create a greater desire and empathy for it?
‘Our world has, until recently, been dominated by organic, living biomass (plants, bacteria, fungi, archaea, protists, and animals – including humans). But this will soon no longer be the case as human activity is overexploiting the Earth’s natural resources, creating a systemic imbalance; ‘We find that Earth is exactly at the crossover point; in the year 2020 (± 6), the anthropogenic mass (concrete, aggregates, bricks, asphalt, metals and ‘other’ components (wood used for paper and industry, glass and plastic), which has recently doubled roughly every 20 years, will surpass all global living biomass.’
Elhacham, E. et al. (2020) ‘Global human-made mass exceeds all living biomass’, Nature, 588(7838), pp. 442–444.
Available at: https://doi.org/10.1038/s41586-020-3010-5.
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