Climate change is scarier than any vampire or witch.
For Halloween, we developed a campaign for Acciona built on a simple insight: climate change is scarier than any vampire or witch. As Art Director, I led the design throughout the project. We conducted user research with Acciona's audience to understand how they imagined the monster behind climate change, and translated those insights into a clear creative direction. Bakea, an illustrator known for creating monsters, brought ours to life. The result was a campaign that replaced fictional horror with a real one, using genuine user insight to make an abstract threat feel personal and immediate.
