Agency for Nature - Season 2
Stills, Moving Image & Experiential
2025
We're proud to be the production partner for Agency for Nature Season 2 – an initiative created by Purpose Disruptors to connect the advertising industry with the natural world in impactful, innovative ways.
With participation from leading UK creative agencies – AMV BBDO, Iris, VCCP, Droga5 and House 33 – this season aims to help young people in urban areas embrace nature as part of their identity, bridging the gap between nature and culture.
Building on the success of Season 1, which reached 10 million young people, Season 2 takes an even bolder, more creative approach: bringing nature into youth culture through football, fashion, drag, the gothic underworld, and even a talking tree – proving that creativity can be a powerful force for climate action.
Created in just 11 weeks, these campaigns have already reached 23 million people – and counting.
Nature’s A Drag by House 337 is a vibrant, celebratory campaign where drag culture meets the wild beauty of the natural world. Shot at RHS Garden Wisley and photographed by Julia Fullerton-Batten, it reimagines nature’s untamed energy through the lens of drag artistry - showcasing how both worlds thrive on extravagance, diversity and cross-pollination to deliver a bold new take on environmental storytelling.
Fresh Hell is a zine and immersive radio show shaking up perceptions of nature, proving it’s just as dark, mysterious and full of life as goth culture itself.
Created with Iris creatives Andrew Hadley and Nicole Vanner, the campaign invites outsiders outside in bold, unexpected ways that feel deeply rooted in culture.
Recorded live from a bird hide at Walthamstow Wetlands, the radio show brings together Freya Beer, Lira Valencia, and Chris Packham for a one-of-a-kind conversation on music, rebellion, and nature. As Packham puts it:
“Nature has always been a space for self-expression and liberation... now it’s time to show that nature belongs to everyone – goths included.”
Tune in: gothic disco in the wild with Freya Beer & Lira Valencia.
Photography & DOP by Murray Ballard.
What if nature was part of football culture?
Extra Time with Nature puts the wild side of the beautiful game in the spotlight. Featuring real Field Lane Football Club players on billboards across the UK, the campaign invites amateur footballers to see nature as part of their game.
Alongside the OOH, shot by Catherine Hyland and paired with playful headlines like “Caught Bird Watching Again”, the campaign included a matchday foraging experience. Led by footballer Tom Davies and forager Jamie Quince Starkey, players swapped tactics for wild ingredients, creating a team pie from their local landscape. The social campaign was directed by Jack Boniface and Alex Dickinson.
Created by VCCP creatives Jake Wiseman and James Ginn, and produced in partnership with us, this bold Agency for Nature campaign aims to embed nature in youth culture, starting with football.
“Amateur footballers spend every weekend in nature, yet their connection rarely goes beyond the 90 minutes on the pitch. This campaign aims to change that.” Jake Wiseman & James Ginn, VCCP
The Talking Tree brought the voice of nature to life—literally. Created by Droga5 London and Droga5 Dublin, the campaign used AI and real-time sensory data to give a 150-year-old horse chestnut tree in a London park the power to speak.
As production partner, we supported this ambitious, multi-platform project—from its London launch to a live activation at SXSW. The tree “spoke” about its lived experience, inviting young people into a new kind of conversation with the natural world.
The campaign launched with a TVC aired in cinemas and during the FA Cup Final on ITV, directing audiences to a website where they could ask the tree their own questions. Bold, emotive and tech-enabled, The Talking Tree challenged the deep disconnect between young people and nature in the UK.
Earthworm Projects by AMV BBDO: This campaign reimagines nature through the lens of streetwear culture. By drawing parallels between fashion and the natural world: a fresh perspective that speaks to hype-driven audiences while reminding us that nature’s rarest pieces aren’t just collectibles, they’re essential. Production by Raw Production, photography by Blacksocks.
