3form, maker of ingenious design materials, had a new innovation up its sleeve—and this was big. They were poised to launch a molecularly recycled version of their flagship product, leaning on new technology that makes any plastic fully recyclable.

Conventional plastic recycling has major limitations most of us are familiar with … only certain plastics can be repurposed a certain number of times before they break down, which means most plastics still eventually end up in landfills. Molecular recycling breaks the broken recycle cycle. But how to get people to understand the gravity of this world-changing innovation … quickly, easily, and on-brand?

I joined forces with Jon Gelder and Paul Butterfield to tell the story that disrupts the old recycling narrative with sharp copy, colorful art direction, and 3form’s Varia product shining in the spotlight.