The Allbirds “Flight Plan” is the brand’s bold commitment to cut their carbon footprint in half by the end of 2025, then reduce it to near zero by 2030. I enjoyed the idea of likening “zero” to “nothing”—and thus, a strategy focusing on “working towards nothing” as a centerpiece was born.

In 2021, we led with the headline “Allbirds owes you nothing” in the campaign that surrounded the launch of the report, which I dubbed the “Allbirds Flight Status” - a unique spin on an annual sustainability report.

Typically, brands treat these reports as 200-page documents created for a small niche of industry insiders. So we set out to reimagine that strategy and make ours digestible and enjoyable to read whether you’re a casual customer, investor, or sustainability guru.

The following year, we continued to build on the strategy laid out the year prior, releasing the 2022 Flight Status and celebrating the fact that the business was more than 60% of the way towards its five-year plan in only two years.

My Role: Concept development, creative strategy, creative direction, copywriting