This video was designed as material to bring attention to Chouinard’s decision, which could either be used on the Patagonia Take Action website or posted on the company's social media.

The play button, time stamp, and TV static intend to make the viewer feel as if they are switching channels. However, the audio remains unchanged, and each “channel” is another landscape video. This gives the effect that the viewer cannot escape the environmental issues at hand.

Also, with the text fixed at the center of the screen, one’s eyes are constantly aimed at the Patagonia logo. Finally, to cement the purpose of the video, “Earth is now our only shareholder,” fades in after the ice falls and following the end of Chouinard’s voice memo.

I made the TV static effect in After Effects and created the timestamp/play button overlay in Illustrator.