Rob Them
Rob Them
Rob Them
In 2021, Aspiration sought to reframe sustainable spending not as a sacrifice, but as a bold lifestyle choice. The “Green is the New Black” campaign was created to challenge the status quo of climate inaction and rebrand the climate fight as aspirational, stylish, and powerful. It asked: What if choosing sustainability wasn’t a burden—but a flex?
The campaign stemmed from the TV spot which reimagined nature not as background, but as the pinnacle of luxury. The visuals leaned into contrast and clarity: deep greens, bold shadows, and sharp typography drew the eye. Hero imagery focused on the card as an object of desire, set against the tactile beauty of nature—lush leaves, shifting light, stone and sand. Beyond TV, the campaign spanned digital and physical worlds, dominating New York City with large-scale OOH displays, subway takeovers, and building murals. The result is a quiet yet commanding reminder: the most exclusive thing you can own is a commitment to the planet.
In 2021, Aspiration sought to reframe sustainable spending not as a sacrifice, but as a bold lifestyle choice. The “Green is the New Black” campaign was created to challenge the status quo of climate inaction and rebrand the climate fight as aspirational, stylish, and powerful. It asked: What if choosing sustainability wasn’t a burden—but a flex?
The campaign stemmed from the TV spot which reimagined nature not as background, but as the pinnacle of luxury. The visuals leaned into contrast and clarity: deep greens, bold shadows, and sharp typography drew the eye. Hero imagery focused on the card as an object of desire, set against the tactile beauty of nature—lush leaves, shifting light, stone and sand. Beyond TV, the campaign spanned digital and physical worlds, dominating New York City with large-scale OOH displays, subway takeovers, and building murals. The result is a quiet yet commanding reminder: the most exclusive thing you can own is a commitment to the planet.
In 2021, Aspiration sought to reframe sustainable spending not as a sacrifice, but as a bold lifestyle choice. The “Green is the New Black” campaign was created to challenge the status quo of climate inaction and rebrand the climate fight as aspirational, stylish, and powerful. It asked: What if choosing sustainability wasn’t a burden—but a flex?
The campaign stemmed from the TV spot which reimagined nature not as background, but as the pinnacle of luxury. The visuals leaned into contrast and clarity: deep greens, bold shadows, and sharp typography drew the eye. Hero imagery focused on the card as an object of desire, set against the tactile beauty of nature—lush leaves, shifting light, stone and sand. Beyond TV, the campaign spanned digital and physical worlds, dominating New York City with large-scale OOH displays, subway takeovers, and building murals. The result is a quiet yet commanding reminder: the most exclusive thing you can own is a commitment to the planet.
Results
Results
Results
The campaign garnered over 10 million impressions across OOH and 1.1 million TV impressions, Aspiration saw a +8% increase in daily sign-ups during the campaign's peak run—well above industry benchmarks for fintech. Perhaps more importantly, it reframed green choices not just as virtuous, but as undeniably cool.
Each series deepened engagement across its intended audiences—investors, developers, and the climate-curious public—while signaling a new creative standard in carbon communication. The result: a growing platform where trust is the currency, and transparency is the brand.
Each series deepened engagement across its intended audiences—investors, developers, and the climate-curious public—while signaling a new creative standard in carbon communication. The result: a growing platform where trust is the currency, and transparency is the brand.
Aspiration
2021
Aspiration
2021
Aspiration
2021
Roles
3D Design
TVC Direction
Edit
Animation
Title Card Design
OOH Design
Credits
Design Director: David Silva
Music: Giant Step Marketing
CMO: Ivan Wicksteed
Roles
3D Design
TVC Direction
Edit
Animation
Title Card Design
OOH Design
Credits
Design Director: David Silva
Music: Giant Step Marketing
CMO: Ivan Wicksteed
Roles
3D Design
TVC Direction
Edit
Animation
Title Card Design
OOH Design
Credits
Design Director: David Silva
Music: Giant Step Marketing
CMO: Ivan Wicksteed
Digital Executions
Digital Executions
Digital Executions
The campaign was supported in digital formats through an emotional call to action film that coincided with Zero Emissions Day on September 21st. It encouraged users to sign up for the card as an active step to curbing CO2 emissions and positioning it as the credit card that helps fight climate change.
The campaign was supported in digital formats through an emotional call to action film that coincided with Zero Emissions Day on September 21st. It encouraged users to sign up for the card as an active step to curbing CO2 emissions and positioning it as the credit card that helps fight climate change.
The campaign was supported in digital formats through an emotional call to action film that coincided with Zero Emissions Day on September 21st. It encouraged users to sign up for the card as an active step to curbing CO2 emissions and positioning it as the credit card that helps fight climate change.
To work together or for more information,
get in touch at RomanMicevic@gmail.com
See Instagram
Roman Micevic is a multidisciplinary designer and art
director specializing in motion design, video editing, and
visual storytelling for mission-driven organizations.
To work together or for more information,
get in touch at RomanMicevic@gmail.com
See Instagram
Roman Micevic is a multidisciplinary designer and art director specializing in motion design, video editing, and visual storytelling for mission-driven organizations.
To work together or for more information,
get in touch at RomanMicevic@gmail.com
See Instagram
Roman Micevic is a multidisciplinary designer and art
director specializing in motion design, video editing, and
visual storytelling for mission-driven organizations.