AI VideoS Mock-Up
for WWF Campaign
[ JOB APPLICATION ]

I produced short-form video concepts that demonstrate:

I developed two campaign concepts using AI-supported tools within a creative studio software (similar to CANVA), integrating videos, sound, and messaging into cohesive mock-ups. The approach combined emotional storytelling with scalable content production, aligned with WWF’s goals of engagement, trust, and discoverability.


The narrative followed a clear emotional arc—from loss to recovery and action—while AI tools supported rapid iteration of language and tone, enabling refinement of key messages while maintaining clarity, emotional impact, and consistency across the content strategy.

about thESE projectS

It represents an early exploration of the type of work I would further develop and evolve in the role of Content Intelligence and Production Designer.

MOCK-UP 1

Over arching Campaign

SKY, COUNTRY & SEA

This concept was developed as part of a broader content ecosystem, rather than a single standalone video. Establishing the broader environmental narrative,


Each element represents a key environmental for the ecosystem. It reflects how WWF organised their work across.

Sky → climate and energy

Country → land, forests, and wildlife

Sea → oceans and marine ecosystems

This approach balances emotional engagement with positive recovery storytelling to build trust and encourage action.

Credits:  Script by Anto Dubuc and used AI. Images/videos from bank images by Creative Studio/Third parties.

MOCK-UP 2

Localised Content

When forests return, so do Koalas

Within this concept, the forest-focused video demonstrates how national priorities—such as ecosystem restoration—can be communicated through specific, place-based stories, such as koala habitat recovery (WWF article)

Using AI-supported tools, this approach enables:

Rapid development of multiple local variations (e.g., different regions, species, or restoration projects)

Adaptation of messaging to reflect local environments and community relevance

Consistent storytelling aligned with the overarching campaign, while maintaining authentic, grounded narratives


By focusing on familiar landscapes and recognisable species, the content becomes more relatable, helping audiences connect emotionally and understand how broader environmental challenges directly affect their communities.

Credits:  Script by Anto Dubuc and used AI. Images/videos from bank images by Creative Studio/Third parties. Free music by Pixabay's authors

 PROJECT PROGRESSION

AI-Supported Content Concept Development (PROCCESS)

01

Concept Development (Strategy First)

I began by analysing WWF-Australia’s content patterns, identifying that:

High-performing content combines animals, emotion, and storytelling

Crisis-driven narratives capture attention


Positive recovery stories build trust and long-term engagement


02

AI-Supported Ideation

The used AI tools to support:

  • Campaign ideation
  • Script development
  • Message refinement


This allowed for:

  • Rapid iteration of storytelling approaches
  • Testing different tones (urgent vs hopeful)
  • Refining concise, emotionally engaging messaging


03

Content Production

The video mock-ups were created using AI-supported creative tools and platforms


Platforms similar to a creative studio environment, integrating:

Stock video and image libraries

Music and sound design

Visual effects and transitions


These tools enabled:

Efficient assembly of visual narratives

Integration of text, sound, and imagery into a cohesive story

Rapid prototyping of multiple content variations


04

Content System Thinking (Beyond One Video)

Using WWF’s Sky, Country and Saltwater framework as the overarching narrative (the big picture). The campaign functions as a unified “umbrella” that connects multiple content pieces across platforms and audiences. This approach allows local stories to be told.


Both mock-ups include a one-minute call to action, encouraging audiences to take a simple, immediate step to support nature.

What makes me different

I bring a unique combination of creative production, AI-supported workflows, and human-centred practice, enabling me to design content that is discoverable, emotionally engaging, and capable of driving meaningful action across diverse audiences.
I combine creative design and social work practice, enabling me to develop content that is strategic, emotionally engaging, and educational.

I understand how people think, feel, and engage, not just how content looks

I apply ethical AI use, ensuring clarity, inclusion, and responsible storytelling

I focus on emotion + action, creating content that builds trust and encourages participation

I design for systems and scalability, not isolated pieces

Familiar with social media scheduling and content management platforms, with the ability to quickly adapt to tools such as Hootsuite.