One project that really reflects how I think about shifting behavior is Look Beneath the Surface. It was created to promote a new crowdsourced EPA forum where the public could discuss environmental issues that mattered to them. Instead of explaining the platform, I made a deliberate choice to produce a non-narrative video and let the visuals and tone do the work. The goal was to interrupt expectations, spark curiosity, and invite people in rather than instruct them.

That approach worked. The video resonated with millions, but more importantly, it drove participation. The forum received thousands of comments, questions, and submissions from the public. The campaign went on to receive an Emmy, but the real success was that people chose to engage and join the conversation.

Note: Engaging videos need a “hook”, a special element that stands out and provokes conversation. I found the hook in my "inspiration folder"-an Evernote folder where I keep fresh or interesting ideas I can revisit to help spur my creative process later. Here is the original image by Ferdi Rizkyanto.