BACK TO DECODED STORIES
Tierra Mía
The Problem
Climate fatigue is real, abstract messaging about a distant crisis doesn’t land when families are already navigating daily pressures in their own neighborhoods.
What We Saw
Local, identity-rooted stories cut through where data and urgency alone can’t. When climate feels like something happening to your community, attention holds.
How We Moved
We led with longform truth. A documentary that earned trust, then scaled the most powerful moments.
What We Built
Video storytelling · cross-channel distribution · short-form cutdowns.
The Numbers
Views
104,081
(cross-channel)
Reach
45,033
Impressions
81,002
Clicks
616
ARCHETYPES
Street Cables
Adj. Connected
Finding networks and community touch points.
ARTIFACTS
Mortar
Adj. Transformative
Taking raw materials and physically transforming them through skill.
ACTIVATIONS
Plastic Chair
Adj. Inclusive
Creating welcoming spaces without formality.