When Vital Proteins switched from plastic to paperboard packaging made up of 90% less plastic, it eliminated 1,800 metric tons of plastic from their product line. The challenge wasn’t selling the choice—it was making the scale of it understandable.

A metric ton isn’t intuitive. Even “four million pounds” doesn’t land. So instead of explaining the number, we visualized it—translating 1,800 metric tons into everyday objects people immediately recognize. The statistic became something you could see and feel.

At the same time, the work needed to reassure consumers that paperboard could still protect freshness and quality. Partnering with Carbon, we used bold, playful animation to show the strength of the new material, balancing impact with durability.

The result turned an abstract sustainability claim into a tangible, memorable idea—proof that responsibility can be both rigorous and fun.