WE NEED TO TALK

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

This is just the beginning.
We’re building a full content footprint tracker:

• Carbon impact

• Digital waste by storage type

• Reusability scores per post

• Content lifespan vs creation time

• A footprint calculator for creators and brands

• A dashboard that shows exactly what was saved and why it matters

Because recycled packaging doesn’t cancel out ten flights to show the recycled package.

What about you?

Want to make visuals that last longer than a trend?
Want your brand to actually walk the sustainability talk?
Want your content to matter and not just fill a grid?

Then come build the next chapter with us.
Let’s create. Better.

We’re building a creative studio that treats content like a resource, not a trend. What we make doesn’t just perform better, it lasts longer, travels lighter and teaches brands how to work smarter. This isn’t just about visuals. It’s a shift in how we think about creativity in the climate era.

This isn’t just a smarter way to create. It’s the future of content creation.

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