Nature rebranded: How Agency for Nature is changing the game
03 February 2025
What if nature was as hyped as the latest sneaker drop or music release? That’s the idea behind Agency for Nature, a creative movement using culture to bring young people back to the wild.
Building on the success of Season 1, which reached 10 million young people, Season 2 takes an even more creative approach; bringing nature into youth culture through football, fashion, drag, gothic underworld, and even a talking tree.
As production partners, we worked collaboratively with some of the UK’s most exciting creative agencies; including House 337, IRIS, VCCP and Droga5, to bring these multimedia campaigns to life, from gothic zines to AI-powered storytelling, proving that creativity can be a powerful force for climate action.
Nature’s A Drag by House 337: Drag culture meets nature in this vibrant, celebratory campaign that showcases how both worlds thrive on extravagance, diversity, and cross-pollination. Photography by Julia Fullerton-Batten.
Fresh Hell: Outsiders Outside by IRIS: Nature’s gothic side takes centre stage in this dark, moody exploration, with a bespoke zine and radio show by goth musician Freya Beer, featuring nature experts like Chris Packham. DOP/Photography by Murray Ballard.
Tune in: gothic disco in the wild with Freya Beer & Lira Valencia.
Extra Time with Nature by VCCP: Football meets nature in this grassroots campaign, helping amateur footballers reconnect with nature through foraging and local ingredients. Photography by Catherine Hyland.
treeConnecting… by Droga5: A groundbreaking film featuring the world’s first AI-powered talking tree that lets young people engage in real-time conversations with nature, offering insights into the natural world’s wisdom. Director - Sam Fallover.
Earthworm Projects by AMV BBDO: This campaign reimagines nature through the lens of streetwear culture. By drawing parallels between fashion and the natural world: a fresh perspective that speaks to hype-driven audiences while reminding us that nature’s rarest pieces aren’t just collectibles, they’re essential. Production by Raw Production, photography by Blacksocks.
