BCAA

Campaign: Fireweed pin
Role: Executive Creative Director

BCAA believes British Columbia is ours to protect. This includes defending against the growing risk of wildfires. Wildfires have evolved from remote natural events into a province-wide threat touching every British Columbian. The only way to turn that shared fear into collective resilience is by making individual acts of support feel like one united movement. To help promote BCAA’s purpose, we utilized a flower that thrives specifically in the aftermath of wildfires as a remarkable symbol of hope and renewal. We recognized it as the perfect metaphor for the resilience needed to face wildfires. Working closely with BCAA and an Indigenous artist, we set out to transform this natural symbol into a cultural icon of collective action.