When best-selling authors Helene and Fred had a powerful awakening that forced them to no longer ignore the ecological crisis, they set out to share their transformational experience with the world. However, seeing where other films and movements had failed in this area, they tried a novel approach.
Studio J Lorne was tasked with understanding the factors involved in confronting significant personal change. The goal was to strategically build a brand platform for The Week that invited others to evolve their behavior and thinking on climate change.