![You Are Bigger Than You Think](https://optimise2.assets-servd.host/separate-squirrel/production/work-page-tiles/California-coastal-commission/CCC_postcardmechanicals_1920x720_blueoverlay.jpg?w=1680&h=704&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1713994021&s=1853d602b06bf0fcfdeff5316083846f 1680w)
— California Coastal Commission —
You Are Bigger Than You Think
The facts about marine debris are astonishing and can make you feel small, like you can’t make a difference. But you aren't small. You're big. And when you take action, and your friends take action, and their friends take action, we're all much, much bigger than we think.
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CleanupDayLogo_RGB-1600x900.gif?w=1600&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073877&s=37466e46117f608af0c293600c330944 1600w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CleanupDayLogo_RGB-3200x1800.gif?w=3200&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073877&s=a304d2b8789f02ae646621df0f789298 3200w)
Every year, the California Coastal Commission hosts an event where volunteers clean beaches and inland waterways up and down the state. For Cal Coastal Cleanup Day '23, we created a multimedia campaign that shows, quite literally, the oversized impact each individual can have.
- Social
- Brand Identity
- Campaign Development
- Photography
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Poster1_OOH_1600x900.jpg?w=1600&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073836&s=dede4bc11967ab515d602a87a85573dc 1600w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Poster1_OOH_3200x1800.jpg?w=3200&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073835&s=399158900932e3f6bfbe1deacf9d1db1 3200w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Square1_900.jpg?w=400&h=400&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073835&s=1467a162171b3b422dea4d569dc9aa54 400w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Square1_1800.jpg?w=800&h=800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073834&s=93eca0a34edfb59461618d5ce263223b 800w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Square2_900.jpg?w=400&h=400&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073834&s=5cd7fd6d1c49b27dd424ea2129702dcb 400w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Square2_1800.jpg?w=800&h=800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073835&s=836fbd193a451326c91a252eb71c05c7 800w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Square3_900.jpg?w=400&h=400&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073834&s=ac5f04a4d4ff8b27559edbff33e53f21 400w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Square3_1800.jpg?w=800&h=800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073834&s=4c034db90d50fd9aa5279de94eeafb40 800w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Square4_900.jpg?w=400&h=400&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073834&s=f8617163c1908325785dae9db944b742 400w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Square4_1800.jpg?w=800&h=800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073834&s=08aee6b5aed527698db26e7eea991976 800w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Poster3_1068x900.jpg?w=1068&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073834&s=348fe7bf1a9996e29ed3925739142dbc 1068w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Poster3_2136x1800.jpg?w=2136&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073835&s=c802103c92c469f7b41e013a9515562d 2136w)
We designed a new logo for Cleanup Day and utilized a surreal collage aesthetic across the fully integrated campaign. In outdoor, we featured full body portraiture to convey the larger-than-life scale of human impact. For the smaller canvases of social and direct mail, we simplified our approach, focusing on the human hands that clean our oceans and waterways. For the typeface, we chose Nitti Typewriter. With its rough yet mechanical qualities, it both complements and stands out against our hand-crafted aesthetic.
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Wildposting_1600x900.jpg?w=1600&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073834&s=f298a838694e49925fd950da0c25ad7a 1600w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Wildposting_3200x1800.jpg?w=3200&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073834&s=db0bc38d967b952f3f53a515474847db 3200w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_shirt_1068x900_grain.jpg?w=1068&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073837&s=e4c14e8b540b6677eec63386e0fa8407 1068w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Shirts2_535x900.jpg?w=535&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073835&s=f61afc256282412f5a3530086498b6a0 535w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Shirts2_1070x1800.jpg?w=1070&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073835&s=5312a1271c2e9158b97bf36f711115f8 1070w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC-AnimatedSocial-Situ_V3.gif?w=1600&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073835&s=0c85f1225fa0214e1d89a78eb99faa98 1600w)
![](https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Postcards_1600x900.jpg?w=1600&h=900&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073834&s=6aef3a22455454dafd751a671330258b 1600w, https://optimise2.assets-servd.host/separate-squirrel/production/campaign-assets/California-coastal-comission/CCC_Postcards_3200x1800.jpg?w=3200&h=1800&q=80&auto=format&fit=crop&crop=focalpoint&fp-x=0.5&fp-y=0.5&dm=1714073834&s=aa93bcd600a612d1536cf4328ff9027c 3200w)