From brand research
to creative direction.

Start with what makes the audience hesitate.

We explored two personas: a consumer skeptical of sustainability claims and a practical buyer concerned about comfort, durability, and price. Different concerns called for different reasons to act.

Reject the recommendation that overlooks the positioning.

ChatGPT suggested making carbon footprint the main purchase metric. I redirected it toward the everyday walking, comfort, and style positioning I had observed in Allbirds’ social content.

Connect the sustainability mission to Allbirds’ everyday walking campaign, while keeping comfort and modern style central to the solution.

Condensed from my documented third solution prompt.

Connect the campaign idea to the consumer’s concern.

The revised response proposed “Walk the Future,” a platform connecting everyday walking with sustainability participation. I followed up by asking how it would address skepticism, give consumers a reason to stay loyal, and explain the production practices behind the product.

What changed: the idea connected to a specific brand behavior and a specific audience dilemma.

Define what would need to be tested.

We explored completed purchases, product retention after a trial, and repeat purchases as possible evaluation measures. Those behaviors would need customer research to explain why they changed.

The platform was proposed, not built or launched. AI suggestions about environmental impact, guarantees, and performance targets would require verification before use.