Armor the Whale
The Idea
To build awareness for the Ocean Armor collection, we concepted a digital whale that users could protect through simple online interactions. Armor the Whale turned participation into a shared act of conservation.
We built the experience with the Surfrider Foundation. It opened with a clear story about how pollution and climate change affect marine life. Each area of the whale mapped to a specific threat. As more people engaged, the whale gained more protection.
Every action unlocked a new piece of armor. People could explore sections of the whale, see who had already added protection, and watch the armor build in real time. At each step they could donate or share, turning the site into a living progress tracker toward ten thousand armor pieces, a fundraising goal between $100-200k, and future corporate sponsorships.
10,000 Pieces
Goal $100-200k
Corporate sponsorship opportunities
Highlights
• Turned ocean protection into a simple, shared digital ritual instead of a heavy ask.
• Defined the core idea and flow so many small actions could feel like they added up.
• Helped the cause live across channels without losing the point.
Role & Focus
Cause-based experience · Participation design · Digital campaigns · Nonprofit collaboration · Simple interaction flows · Art Direction · Community activation · Behavioral nudges · Low-friction engagement design · Experience Strategy