More Trees, Less Assholes

The More Trees, Less Assholes campaign was born out of the need for creative solutions during the COVID-19 pandemic in 2020. With retail stores closed and online sales a priority, HippyTree sought a way to engage our audience with something fresh and meaningful. We had seen the slogan “More Trees, Less Assholes” before, but no one had yet turned it into a branded capsule collection targeted at the surf and outdoor community. The campaign struck a humorous and positive chord, resonating strongly during a time of uncertainty and division.

Below is a selection of marketing imagery created to promote the campaign. As Creative Director, I led the design, photography, and overall marketing strategy to bring this concept to life.