Client, Year

ATTN: and The Climate Pledge, 2021-2022


Social Media
Motion Graphics


The Climate Pledge

Empowering businesses to change the world

The Climate Pledge (TCP) encourages businesses and everyday citizens to take action now on climate change. Spearheaded by Global Optimism and backed by Amazon, TCP enlists global corporations to achieve net-zero carbon emissions by 2040. Ashton, alongside creative agency ATTN:, concepted, designed, and executed an uplifting, international Instagram campaign to motivate businesses to sign the pledge and to buoy public spirits around sustainability efforts.


The Climate Pledge is defiantly optimistic, insisting it is up to all of us to “be the planet’s turning point.” We translated that spirit into a bold voice and striking graphics for the campaign. At the center of it all, the triple equal sign represents the TCP’s three core pillars: Humanity, Nature, and Technology.


TCP challenges global businesses to reach neutral carbon emissions by 2040, ten years ahead of the Paris Agreement. To reinforce that sense of urgency,  we took inspiration from Charles & Ray Eames’ film Powers of Ten to convey to the public what a significant difference 10 years of action can make. The campaign’s posts alternate between macro and micro lenses to establish how quickly today’s signatory changes can affect our collective future.

Animated stories and in-feed posts show how TCP signatories drive change at scale. These data points also affirm that our personal choices to support signatory businesses can impact our planet for the better.


Two series, Asking for a Friend and Terms You Need to Know, simplify complex sustainability concepts, make the information digestible for the medium, and establish TCP as a thought leader in the field. 


A third series, Signatory Spotlight, highlights TCP businesses committed to reaching net-zero carbon emissions by 2040 and the game-changing ways they’re doing it. 


Social media, like the news, is ever-changing. We leaned into that temporal nature to tap into trends, increase exposure, encourage reposting, and connect sustainability allies online.


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