The Nature Conservancy

 

Challenge: Translate complex conservation initiatives into emotionally compelling fundraising campaigns that inspire action while engaging diverse donor audiences across digital and print channels for one of the world's largest conservation organizations, advancing conservation efforts in more than 80 countries and territories to protect climate action and preserve species.

Role: Creative Direction • Campaign Design • Performance Creative • Motion Design

Channels: Meta • Instagram • Print • Email

Work: Concepted, directed, and oversaw integrated year-end fundraising campaigns for The Nature Conservancy, translating climate and conservation initiatives into emotionally compelling storytelling across video, digital, social, email, and print. Led creative development from concept through production, including storyboarding, visual direction, creative reviews, voice-over selection, and cross-functional collaboration with copywriters and production teams through multiple rounds of refinement.

*Disclaimer: All rights of creative are reserved between Assembly Agency and The Nature Conservancy..

 

CREATIVE STRATEGY

End of Year Fundraising Ads

  • Partnered with marketing executives, advocacy stakeholders, and paid media strategists to develop integrated creative strategies supporting three-month year-end fundraising goals.

  • Combined audience insights, campaign performance data, and creative testing to optimize messaging, creative concepts, and donor engagement throughout the campaign lifecycle.

  • Built audience-specific creative around wildlife, biodiversity, and climate action, translating complex conservation initiatives into emotionally compelling fundraising campaigns.

  • Bird-focused creative concepts generated approximately 3× higher engagement, uncovering a high-performing audience segment that informed future creative optimization.

 

CONCEPT DEVELOPMENT

  • Led human-centered ideation for integrated fundraising campaigns, translating audience motivations and conservation priorities into emotionally resonant static and video concepts.

  • Facilitated DesignOps-inspired creative pods and collaborative brainstorms with Art Directors, designers, copywriters, and motion teams to generate diverse creative territories and scalable campaign ideas.

  • Directed concept development from initial insight through storyboards, visual systems, and creative refinement, ensuring every campaign balanced emotional storytelling with fundraising objectives.

  • Designed thought-provoking static creative using symbolic visual motifs and compelling narratives to capture attention during the highly competitive year-end giving season.