Produced by Architectural Digest with Moen, this three-part docuseries elevates audiences’ water consciousness, increasing the number of conscientious consumers, and establishing Moen as an innovator, thought leader, and visionary. Through this campaign, Moen reconnected consumers to their personal experiences with water, and fostered a deeper appreciation for our most precious resource by highlighting Moen’s impact on real people.

This series of thought leadership brand journalism videos established Moen as a pioneer brand in the world of water consciousness and education, providing their consumers authentic stories that align with their values to signal their actionable support and alignment with their audience.

No single natural resource is more central to both life and design than water; It is the unsung hero in every household. Each day we wash, flush, cook and clean with, drink, and generally consume gallons of it… without ever thinking twice, despite being in the midst of a looming global water crisis.

This three part docuseries produced through our impact-driven Mission Studio introduces innovative and educational water stories to viewers, reconnecting them with their own experiences with water and fostering a deeper appreciation for our most precious resource. Human-driven narratives create emotional connection and editorial-style reporting establishes trust with our audiences. Educating and inspiring our audiences empowers them to become more conscious consumers and take action themselves — with their wallets or their time — and ??make a difference in our individual and global water consumption.

Human-driven narratives create emotional connection, editorial-style reporting creates trust, and strategic publishing ensures relevance.

86% of Consumers expect, and demand, that the companies they engage with take a stand on social issues, and 2 in 3 consumers expect businesses to step in and fix societal problems. Enter: Moen.

By placing the spotlight on water consciousness, Moen aligned itself with the 72% of consumers that believe the way to better society is to spotlight problems.

Moen targeted individuals, those interested in CSR initiatives, interested in home/design, and those interested in environmental impact. The resulting video series established Moen as an innovator, thought leader, and visionary for the present and future of consumer water experience. By building affinity through impactful stories, engaging activations, and powerful thought leadership content that speak directly to our audiences, Moen is now established as the premiere authority on water education and experience.

We created a video series that utilized research into underreported water impact stories across the USA and interviewed potential thought leaders and those involved in sustainable or innovative initiatives involving water. Production traveled to San Francisco, CA, Monterey, CA, and Fort Myers/Estero, FL.

Pre-production took 6-7 weeks, culminating in a 1 week shoot and 4 weeks of post production. The video scaled to +1.2MM video views and +8MM impressions.