Casting Carbon Upcycling as a global solution.
Challenge.
Carbon Upcycling is advancing sustainability in the built environment with a proven low-carbon cement solution that holds the potential to revolutionize the construction sector. Their proprietary decarbonization technology integrates seamlessly into existing infrastructure and uses locally-sourced waste materials, on-shoring supply chains at a time of growing geopolitical complexity. Best of all, the product is proven, readily available, and already in use. With traditional concrete responsible for roughly 8% of global emissions, Carbon Upcycling’s technology deserves real attention. Site was tasked with elevating their social media presence and producing a brand video to show the world that their low-emission cement materials are worth the spotlight.
Solution.
We developed a cinematic brand video that put concrete front and centre—conceptually and literally. Shot in an industrial concrete setting, interviews were framed by the very material that Carbon Upcycling is redefining. To break down the science behind their technology, we paired clean interview setups with elegant animations that made complex processes digestible and engaging. We also created a suite of micro videos tailored for social media—maximizing reach, relevance, and reuse. By leaning into the physicality of the product and the vision behind it, we crafted a story that not only looked and sounded great but also clearly communicated why this technology matters on a global scale.
Social Strategy
We leaned into post types that got the most traction and adapted a wealth of existing content for social, including podcasts and media articles. We also tapped into networks through tagging and outbound engagement.
Earned Media
We worked with the client on strategy and execution of PR and media relations to secure high-impact coverage that would expand their visibility and reach.
An All-Agency Approach
We leveraged our full suite of services to move the client’s goals forward, including web, design, digital marketing, comms and pr, and video.
