ALCOA
“From the Ground Up” Brand Film

Role: Creative Director

OVERVIEW

Alcoa, an American legacy company that was established in 1886, quickly became the world’s leading producer of aluminum. Focusing on the idea of “raw potential,” Alcoa needed a way to highlight how they are leading the sustainability conversation and actively changing the world into a better place.

The creative direction was to construct a story around the idea that history's most notable achievements of human ingenuity lie in a seemingly benign clump of dirt. It becomes clear that aluminum is the fulcrum of possibility. The storytelling insight for “From the Ground Up” leaned on the reforestation initiative Alcoa has been leading around the world. Most notably in the Amazon rainforest in Brazil and the Jarrah in SW Australia where this piece was shot.