The aim with this piece is to cultivate a sense of greater purpose when purchasing a product, rather than it feeling like a selfish purchase, there is more to it.

• In terms of age group, the age range this campaign intends to hit the most is 25-40 year old age range.

• This age group is becoming increasingly more money conscious as well as ethics conscious.

The concept of putting a human behind an at first glance, mundane, piece of product such as a table, makes said product have much more pull.

This is further aided by not just a character behind the table but a demographic. Said demographic being developing countries. Involving developing countries in sustainable campaigns not only aids the hard-working people of those countries but it also increases consumer relatability.

Does the target audience feel better purchasing something that would theoretically aid someone? Yes.

Utilizing my tech background, me utilizing my experience and knowledge in 3D was an exciting prospect.

I wanted the piece to be bold, and the best way to do so for this situation was to go simple. Something that would stick out among the flashy visuals of modern advertising. Something that suggests class and earth.

Once I produced the visual, I knew that a subtle yet intriguing sound design would need to follow.

Sourcing real woodworking sounds was important and the crescendo of the sound was also important. The text, 3D and sound needed to work in unison.

Various sources aided me in my development throughout.

The Sustainability-Conscious Consumer: An Exploration of the Motivations, Values, Beliefs, and Norms Guiding Garment Life Extension Practices (mdpi.com)

The Increasingly Socially Conscious Consumer | Insights (vericast.com)