CHALLENGE: Facing an increasing threat of diminishing market-share due to foreign paper companies that play by different rules, Domtar, a North American company, asked for ideas to convey the importance of their sustainability efforts and the value that they contributed to local economies in order to convince CSO’s to choose Domtar for their paper needs. After our pitch and awarding the project, the client amended the challenge to also “make people cry.”

SOLUTION: A series of cinematic portraits, beginning with Russell Page, a former Marine and nature enthusiast who left the military to support his family when his son was born with down syndrome and who found a new career when Domtar swept in to revitalize his hometown’s economy, which had previously been decimated by foreign textile companies that drove the previous local industry out of business. Russell’s story provides a window into Domtar’s community impact along with how their commitment to sustainability serves as a differentiating factor in their industry.

Debuting at the company’s annual sales conference, there was “not a dry eye in the room.” A follow up film shot the following year focused more directly on Domtar’s sustainability practices.

ROLE: Creative Director (Art + Editorial), Producer