Deforestation. We need a resolution.

Poster campaign for the World Wide Fund for Nature. The strap line, used against low resolution images of forest clearings, is a play on words which refers to our need for this ever growing problem to be resolved. The connotations of the 'pixel' are used in order to convey how forests are fading from existence.

The medium of a 32 sheet billboard was chosen to display this design due to the physical distance it allows between viewer and image. When observed from a far, the image does not appear pixelated, it isn't until we are within close proximity to the billboard that the concept becomes apparent. This process echoes our inability to accept that there is a problem due to the physical distance that stands between us and the affected areas of the world.