Earth Day is an opportunity full of potential for reminding the world that Mother Nature is worth caring about, especially in today’s climate. We took this opportunity to help people reconsider how they see nature. Instead of a tranquil, passive entity, she is a powerful force.

Over the years, we’ve seen the same depictions of Earth other and over again: she’s tranquil, serene, a benevolent mother. But nature is dynamic. She’s always changing. She’s got attitude and swagger. Mother Nature is Metal.

We wanted to capture her from this perspective, the one that wildlife and outdoor photographers who are intimately familiar with her have known about for some time.

The campaign was released on TV, YouTube, Instagram, and billboards around the globe. We took a creative approach to a comprehensive set of behind-the-scenes short films and cross-platform content, releasing much of it in vertical.

Remind people of the powerful potential of Shooting on iPhone by showing them a side of Mother Nature they haven’t seen before. Leverage traditional and digital media touch points to create a cohesive cross-channel narrative. For digital, capitalize on the trend of viewers consuming media in the vertical format to create content that is made specifically to be watched vertically.

Activity ran from November 2018 to April 2019. The implementation of the campaign was focused on mass reach, in time to celebrate Earth Day across the globe. OOH was strategically placed to have maximum impact in urban environments. Social was designed to drive conversation about the power of visual storytelling to inspire action.

With images so powerful, people are in disbelief that they were filmed on iPhone, people are invited to see our earth from a different perspective. Currently, the film has garnered 36 million views on YouTube alone, reaching across language and cultural divides.