Loop Earplugs X IFAW
Sounds Of The Deep
Team
Esha Netto, Ariana Spitaleri, Pablo Gaitan
Role :
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Whales have lost over 65% of their communication range because of man-made noise.
We turned that reality into an emotional wake-up call.
Loop Earplugs and IFAW invited people into what seemed like a peaceful underwater experience, then confronted them with the ocean’s real live soundscape (full of tankers, sonar, and drilling). Turning a peaceful expectation into a powerful wake-up call.
Art Direction, Copywriting
I concepted and led the entire project, shaping a cohesive visual direction and creating the case study video end to end. The strategy focused on moments of surprise that amplified the impact of ocean noise.
In the days leading up to the event, minimal information was shared to build curiosity and keep the true message hidden.
The billboards were designed to mimic a serene ocean sound experience, a deliberate psychological play that led people to believe they were about to hear peaceful, live-streamed ocean audio from around the world.
On the day of the reveal, as visitors moved through the installation, the truth came into focus. Instead of calm ocean sounds, they heard what the ocean actually experiences: drilling, sonar, and industrial noise. A wake-up call in its rawest form.
At the end of the experience, visitors could take home Loop earplugs, with proceeds helping fund IFAW’s ocean noise research.
When they scanned the box, it led to Loop’s website, giving them deeper insight into the cause and the campaign’s global impact.
