On the Edge

Traditional conservation messaging often relies on ‘doom and gloom’. These narratives leave younger audiences feeling fatigued and disconnected from the natural world. I spent a few years as Senior Copywriter at On the Edge (now Studio Bluegreen), encouraging people to think, feel, and act differently towards our world through entertainment and pop-culture content.

In one instance, we were asked to combat the population decline of the endangered giant armadillo; we needed a high-energy pop-culture intervention to capture Gen Z's attention. We’d previously worked on a lot of drag x nature content, pairing the natural world with superstar commentators, so we built our campaign around a collaboration with Emmy-winner Bob the Drag Queen, who created Giant Armadillo.

I wrote the messaging framework and supporting social content for this UK Christmas #1 single push (Michael Bublé had other ideas, sadly). The campaign tested traditional scientific barriers, generating widespread national press coverage across print, radio, and online media. The launch drove 227,000+ views on the YouTube music video, generated 2.3 million views on supporting social content, and successfully introduced critical biodiversity messaging to an entirely new demographic.

(When we weren’t helping giant armadillos, we delivered a music-led documentary series, ReRooted, that amassed 11.7 million social views and nearly 2 million YouTube views. Check it out.)