WE NEED TO TALK
about content creation
The Problem: When Content Becomes Carbon
Content creation has a footprint. And we’ve all been pretending it doesn’t.
A brand launches a campaign. Ten flights. Five rented villas. A box of props that ends up in the bin. Three edits later, it’s posted. And 24 hours later, it’s expired. Meanwhile, countless terabytes of footage sit in drives and clouds1, draining power to store content no one will ever see.
That’s not content - that’s landfill. Digital and physical.
And we’re still calling it “strategy”.
The Hypocrisy
Everyone loves to say “we’re sustainable.” A recycled box here, a tree planted there. But behind the feed?
Infinite drives storing footage no one ever edits. Brand trips that look the same. More shoots to replace last week’s visuals.
We don’t measure it. We don’t question it. We just call it “content” and keep scrolling. Saying you're sustainable is easier than creating content that actually is.
The Shift
What if your content didn’t expire with the scroll?
What if every visual had a plan, a lifespan, a second use and a lower impact?
What if fewer shoots delivered better, more efficient results, instead of burning through budget and resources for visuals that vanish in a day?
What if we stopped chasing “what to post today” and started building content worth saving?
What We’re Doing
Planning smarter
Producing more in fewer shots and trips
Archiving to reuse, not hoard
Tracking how much we don’t waste
Helping brands and teams create once, use everywhere and do it better
Making visuals that work offline too: in a book, in a pitch, in a lobby
See more of our services and projects on our website.
From how shoots are planned to how visuals are shared, stored and reused, every step is meant to reduce waste, extend life and keep your content working harder, longer and smarter.
What’s Next
By reducing digital waste, we aim to help everyday creators and small businesses lower their environmental footprint without lowering their impact.
We’re not just making content more sustainable, we’re building the tools to help anyone do it too.
From brands to solo creators, this is about reducing digital waste, tracking what matters and shifting how we create online. Less storage. Smarter systems. Smaller footprints.
Soon you’ll be able to measure what your content really costs and what you saved by doing it differently.
For Brands & Teams
Your content isn’t just creative. It has a footprint.
We’re building a Content Footprint Tracker to help brands and teams measure and reduce the environmental impact of their visuals.
Coming features include:
Carbon impact
Digital waste
Reusability scores per post
Content lifespan vs creation time
A footprint calculator for creators and teams
A dashboard that shows exactly what was saved and why it matters
For People & Creators
Too many screenshots. Too many takes. Too many folders called “final_v8_REALFINAL.” It’s not just messy, it’s burning energy.
We're building easy, free tools to help you shrink your digital footprint, create smarter and finally clean up that chaos we all pretend doesn’t exist.
Coming features include:
Clear the Cloud: Delete 1,000 photos, feel nothing - except better storage and better karma. A guided cleanup that tracks your carbon savings and comes with rewards.
Personal Footprint Calculator: Find out what your forgotten files are really costing the planet then get tips to shrink it and earn rewards for doing less.
Toolkits & Templates: Planning guides, shot lists, reuse strategies - everything you need to do more with less.
The Data Pledge: 90 days. One goal. Less digital junk. Sign, hit milestones, unlock early access to tools and perks made for creators like you.
What about you?
You create content that inspires, informs, sells, entertains.
Now imagine if it also changed the system.
Not by doing more but by doing it better.
Less waste. More impact. Visuals that work harder, travel further and outlive the scroll.
Whether you’re a brand, a creator, a team with a message, the way you make content matters.
And it’s time to change.
This isn’t just a smarter way to create. It’s the future of content creation.
Join us and come build the next chapter with us.
Let’s create. Better.
A dedicated platform is on the way.
How bad is it really?
Sources and comparisons from research & climate orgs
The Weight of Forgotten Files
Storing data that never gets used still consumes energy. In fact, keeping 1 TB of files in the cloud emits roughly 40 kg CO₂ every year. Some studies estimate that in coal-powered data centers this could rise up to ~2 tonnes CO₂ per TB per year 🔗 Greenly - a massive footprint for content no one ever sees.
When Photos Pollute
Unnecessary Images = Massive Emissions: Research from The Institution of Engineering and Technology found that duplicated and unwanted photos hoarded on cloud storage generate about 10.6 kg CO₂ per person annually – which adds up to 355,000 tonnes CO₂/year in the UK alone. That’s equivalent to over 112,500 round-trip flights from London to Perth just from unused images 🔗 Sky News
Content Creation Now Pollutes More Than Planes
The digital world’s emissions rival some of the worst polluters. Recent analysis shows our internet use, gadgets, and cloud infrastructure account for 2.5–3.7% of global greenhouse gas emissions, exceeding the aviation industry’s share (~2.5%). In other words, the “Cloud” now has a carbon footprint on par with (or larger than) all airline travel 🔗 Guardian
The Cloud vs. Planes
Globally, data centers alone produce 2–4% of all greenhouse gas emissions - rivaling the aviation industry. When you include the entire digital ecosystem (data centers, devices, networks), the footprint rises to 3.7% of global emissions. That’s nearly one out of every 25 tonnes of CO₂ coming from screens, servers, and storage. 🔗 Climatiq