30 by 30 is a global commitment within the UN Global Biodiversity Framework to conserve 30% of the world's land and sea by 2030. Designed to help tackle biodiversity loss and protect nature for future generations, it is one of the most ambitious conservation targets ever agreed.

Scientists at London's Natural History Museum explored whether the aims of 30 by 30 were on track to succeed. Their research revealed that current conservation efforts are not doing enough to safeguard the ecosystems that more than six billion people depend on for essential services such as food, water quality and carbon storage. The Museum asked us to create an animated explainer video to communicate these findings.

Creative Approach

Our challenge was to transform complex scientific research and policy analysis into a clear, engaging narrative while maintaining the authority and credibility of the underlying science.

With the seriousness of the subject matter at the forefront of our minds, a rich watercolour illustration style was chosen as the visual direction. This artistic representation of landscapes and themes grounded the storytelling in reality; essential when conveying accuracy and credibility.

Each scene was designed using a combination of painted textures and digital illustrations to represent the varied ecosystems. Our aim was to balance the right level of detail to convey accuracy, with a freehand artistry that enhanced the beauty of the locations.

Colour was also utilised to act as a subtle emotional register. Fiery, smoky tones form an urgent opening sequence, flowing in to muted, desaturated landscapes as the narrative traces the scale of nature loss. Progressing through the animation, colour returns to a more hopeful feel while building to an uplifting ending.

Our illustration style helped to form an emotional connection to the ecosystems that need protecting. From intricate forests rich in depth and life, through to a coastal community emerging from a single watercolour stroke.

Collaborative Working

Our creative process from start to finish was a close collaboration with the Natural History Museum. Their guidance helped us to visualise the statistics with care, presenting data accurately without tipping into information overload.

Their expert knowledge made sure themes were accurately represented. Ensuring the important research was translated into an engaging narrative without losing the integrity of the data.

We were proud to let our creative team run with their enthusiasm for the subject matter and translate it into something that aims to inspire and insight change. This animation is an example of how creativity and science can unite to produce compelling communication that helps research reach wider audiences.