Brand · Campaign2022

WWF — Earth Hour Campaign

Campaign visuals, posters and digital assets for WWF India’s Earth Hour — communicating an urgent environmental message within global WWF identity.

01Context

The work begins where most products end — at the moment a user notices the interface at all. We treated friction as a signal, not a failure: a place to listen rather than smooth over.

Fig. 01 — process still

02Observation

Weeks of in-situ studies — kitchens, waiting rooms, transit. Hands hovered, eyes drifted, attention fractured and reassembled. The notebook filled faster than the spec.

03Exploration

Sketches gave way to wired-up prototypes within hours. We built fast, threw away faster, and kept only the gestures that survived being shown to a stranger.

Fig. 03 — process still

04Interaction Logic

State, time, rhythm. Each interaction was scored — entry, sustain, release — so the interface breathed instead of blinked.

05System Thinking

A small grammar of components, composable rather than fixed. The system describes intent; the interface performs it.

Fig. 05 — process still

06Reflection

The most cinematic moment was the one with no animation at all — a single still frame, held a beat too long. Restraint, again, wins.

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