While at R/GA, I worked with the Great Barrier Reef Foundation on a bold new campaign that reimagined traditional conservation messaging. I artworked out-of-home ads and social templates that used vivid colours, oversized headlines, and dynamic layouts to command attention. Headlines like “The Reef Sucks” deliberately subverted expectations—drawing people in to reveal the urgent threats facing the reef. Visually, the design embraced a dynamic, high-impact approach—using oversized headlines, expressive layouts, and a vivid colour palette to reflect the Foundation’s renewed energy and ambition. These refreshed visuals and tone of voice repositioned the foundation as confident, unexpected, and unafraid to disrupt.