The brief was to remind people about Apple's promise to bring its entire carbon footprint to net zero by 2030.

The film was also meant to communicate the progress and innovations Apple has made in the areas of materials, clean energy, low carbon shipping, and restoring natural ecosystems to both internal and external audiences. The last objective was to introduce the first-ever carbon neutral Apple products.

It's been three years since Apple promised to bring their entire carbon footprint to net zero by 2030. Mother Nature has been invited to Apple Park to receive a status update from Apple's environment team—including Lisa Jackson and Tim Cook. She's heard all of the corporate speak around sustainability, carbon neutrality, and the environment before—so Apple's progress better be meaningful and legit.

A corporate responsibility/values film about the environment can often times be an avalanche of facts and figures or use familiar tropes that cause an audience to be both skeptical and bored.

We needed to bring a new tone and storytelling approach to get people to actually pay attention to Apple's 2030 plan to be carbon neutral, the significant progress they have made in the last three years and finally, to introduce the first ever carbon neutral devices.

Our job was to make all of these complex details, achievements and initiatives inspirational, human and entertaining.

The film was shot over three days at Apple Park by former SNL director Rhys Thomas. The cast included real Apple executives and Academy Award winner Octavia Spencer in the role of Mother Nature.

The film was first shown at Apple's fall event to millions of people as a way to remind audiences of Apple's promise to be carbon neutral by 2030 and to introduce the first-ever carbon neutral devices.

After the event, the film appeared on Apple's environment page and on its YouTube channel.

The film earned 4.5 million views on Apple's YouTube channel. Searches for Apple sustainability increased by 5x. There was a 700% surge in traffic to Apple's environment site.

The carbon neutral Apple Watch:

-Transitioned to 100% clean electricity for manufacturing

-Increased non-air transportation

-Matched emissions from charging with 100% clean electricity

-Used recycled and renewable materials

-100% of packaging is fiber based