About
Manifesto
What I believe in
What I do
My main subject is nature for people
I want to bring people hope and encouragement — the sense that nature can return to places when we give it space.
I want to show concrete small steps that any of us can take to help make that possible.
I will work with natural scientists, landscape experts and local communities — translating evidence-based knowledge into images, humour and public actions that get under people’s skin.
The aim is not to replace expertise with spectacle. It is to make important knowledge visible, memorable and shareable.
My role is to take what experts know, what local communities experience, and what nature quietly proves every day — and turn it into moments people actually notice.
I am not going to glue myself to a road. There is already enough conflict and negativity in the world.
My route is different: be visible, do no harm, gently jolt people out of autopilot and point towards hope — ideally with practical examples of what can actually be done for nature.
Why I do it
Nature Has No Media Budget
I start from a simple idea: advertising moves the world. It shapes attention, emotions and what we consider normal.
But unlike companies, nature has no marketing budget, no media plan and no agency. And yet, it quietly supports almost everything we need every day.
Nature is often discussed through the lens of climate. I take climate change seriously. I do not deny it. I simply do not want the whole conversation about nature to shrink into one narrow line: temperature, emissions, guilt, disaster.