Greenpeace East Asia | The Dark Side of AI Strategic Video Campaign

Greenpeace East Asia initiated a cross-border video campaign examining the environmental impact of AI, focusing on the energy demands of data centers and the rising emissions linked to chip manufacturing. The project aimed to expand public discourse around AI beyond innovation narratives, translating complex sustainability research into an accessible investigation-style story aligned with regional communications priorities.

The approach centered on an influencer-led explainer format balancing investigative storytelling with platform-native communication. Scripts were developed through close collaboration with multiple Greenpeace regional offices and stakeholders, aligning policy insight with a clear and accessible narrative structure.

The resulting campaign positioned Greenpeace East Asia within emerging conversations around AI ethics and climate impact, expanding the organization’s presence in a rapidly evolving technology discourse. By translating complex environmental policy into a coherent narrative framework, the work supported engagement across regional and international platforms.

Client: Greenpeace East Asia
Category: Institutions