I was brought in to create and execute a global fundraising campaign for Terra Nil, a multi award-winning, BAFTA-nominated game built around restoring the natural world.

The brief was simple: make the game’s environmental message real. We partnered with SANCCOB to support the rescue and rehabilitation of endangered African penguins, then I built a campaign with enough spectacle to travel, and enough heart to stick.

I framed it as a competitive global fundraising battle, pitting indie game organisations and communities against each other to drive momentum week to week. It turned support into something public and contagious, gave people a banner to rally behind, and built real heat as teams climbed the ranks.

In the end, it raised hundreds of thousands of rand for the penguins, and confirmed Terra Nil’s commitment to saving nature in a way people could actually feel.