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Earth Day – Earth Definition

“Earth Day is the super bowl for the environment. What better moment to raise awareness of the hidden environmental impact of video streaming – something that is not in the conversation yet – whilst offering up a simple solution everyone can do today, without changing telcos, energy companies or internet providers.”

Art

“I felt that giving the film a naive prototype line-art style would give viewers that sense of optimism you get when an idea is cool and new. It’s the start of something, of asking less of our pixels for the sake of the planet.” Simon Robson, Director

Pixel perfect

Story

In human history, we’ve never streamed, zoomed, and scrolled more than right now. With 10 million metric tons of CO2 per year created by YouTube alone, it represents a rapidly growing energy footprint.

Sydney-based director Simon Robson teamed up with Mighty Nice to create an animated film for ‘Earth Definition’, the new initiative launched by Earth Day Network to help combat online streaming carbon emissions.

‘Earth Definition’ shines a light on the scale of carbon emissions caused by online streaming. The initiative asks online video streamers to change their streaming settings from HD down to SD and save 75% of their streaming energy and carbon.

Earth Day hopes promoting an eco-resolution for online video use will raise awareness of the environmental impact of streaming – whilst also offering an actionable and achievable solution for those who want to make a better choice for the environment and still enjoy their fail compilations, cat videos, and box-set binges.

Craft

In addition to creating the campaign film, Hjaltelin Stahl also created a low emission website by eliminating all colour images and disabling the auto play of the film. The site has a cleaner footprint score than 82% of all web pages on the internet, and is running on sustainable energy.

  • Creative Director
    Darren Price
  • Head of Production
    Tina Braham
  • Producer
    Diana Angelius
  • Head of Studio
    Jeremy Howdin
  • Design
    Oliver Abbott
  • Model
    Tessa Eden, Michael Shiao Chen
  • 3D Animation
    Duncan MacLaren, Michael Shiao Chen
  • 2D Animation
    Bonnie Forsyth, Max Wanniartachy, Darcy Woodbridge
  • Light & Render
    Trent Rogan
  • Composite
    Gary Fouchy
  • VO Talent
    Michelle Monaghan
  • Sound
    JSM