All Work
Second Nature
An environmental activation campaign launching across six national parks, turning trail users into conservation advocates.
Patagonia came in with a challenge: make climate grief actionable. Second Nature was an integrated campaign — field activations, print, a documentary series, and a merchandise drop with 100% proceeds to land preservation.
Over 40,000 park visitors participated in the activation events. The documentary series reached 2.1M views in the first month.