Building an intentional brand system for scale in Atlanta.
01 — The Context
Educating the next generation on climate
UNICEF launched an ambitious directive to integrate sustainability and climate education into regional school curriculums. The goal was to provide high-quality video content that educators could use directly in classrooms, bypassing complex training requirements.
02 — The Challenge
Complex science, divided boundaries
Translating intricate sustainability frameworks into actionable, culturally resonant stories is incredibly difficult. We had to do this without losing the core institutional message, ensuring strict adherence to UNICEF's global communications guidelines while executing across three distinct countries and over seven regional languages.
03 — What We Did
Strategy matched with execution.
1. Built a universal master framework
Instead of scripting 7 different videos, we engineered a modular master framework built on universal visual storytelling. This allowed us to swap localized assets and cultural references seamlessly without rebuilding the core animation sequence, saving months of production time.
2. Hyper-localized voice production
We sourced native regional voice talent across all 7 target dialects to avoid the "corporate dubbing" feel. The audio integration was fine-tuned so pacing matched regional speaking rhythms perfectly.
3. Educator adoption packs
Video alone doesn't teach. We delivered physical and digital adoption packages for educators, including discussion guides and lesson breakdowns, ensuring the video was an integrated tool rather than just external entertainment.
05 — The Outcome
120K+
Students Reached
Across the pilot program within the first 6 months of rollout.
7
Languages Deployed
Successfully localized without sacrificing scientific nuance.
84%
Educator Adoption
Voluntary usage rate amongst educators provided with the toolkit.
"When we started with Marcus, we had one location at Tech Square and a lot of ideas. Eighteen months later, we've got two new stores opening, a catering pipeline that runs itself, and a robot that shows up at college campuses. They don't just execute — they bring ideas to the table we didn't know we needed."
UNICEF
Sustainability education across 3 countries, 7+ regional languages.