Problem: Despite valuing sustainability, Gen Z and Millennials don’t give much thought to whether they wash their laundry in hot or cold water.

Idea: But we can all be heroes, through just the way we wash our laundry. The power to change the world and promote sustainable habits lies literally in the hands of a new sort of generation, made up of even the most ‘Regular Joe.’ No need to panic over buying strictly biodegradable everything — just turn the knob to cold.

Role: Art Director & Cover Girl! — produced campaign mocks, directed photoshoot