Jason Chang

THE SPIRIT OF COLLABORATION

The Nature Conservancy (TNC), the world’s largest environmental NPO in the world, was involved in the preservation of wetlands just outside of Shanghai. As part of a launch committee featuring the Editor-in-Chief of Fortune and chief executives in other industries, I was grateful to collaborate with brilliant minds unburdened by bureaucratic fears. In a room filled with big personalities, the generous expressions of appreciation and encouragement are what really shined. 

THE PROJECT

Within easy reach of bustling Shanghai, there exists a haven of serenity: the Chongming Dongtan Wetlands. Through the ages, migratory birds have made the annual pilgrimmage of thousands of miles to land in this crucial resting spot along their journey. TNC's mission is to protect the wetlands, providing a sustainable sanctuary for birds and an environment of tranquility for people to connect with and learn about nature.

THE CHALLENGE

With the launch of a new center, our challenge in creating a new identity was to educate the public on the vital role of the wetland preserve and create empathy.

Much like the toys in Toy Story, the birds have a story too. Our conclusion: give the migrating birds a voice and deliver the program through their perspective. This approach birthed creative opportunities for collaborations to create engaging experiences such as a migration video shot through the birds’ POV viewed through interactive tablets and even a VR setup.