Discovery Group

A Global Movement to End Extinction

In 2015, Vulcan Productions approached Human Design with a problem: How do we create an online experience that compliments the story of the Oscar nominated documentary Racing Extinction and create a movement championing the themes of the film? From 2015 to 2018 Human partnered with Vulcan to create the Racing Extinction online experience and iterate on it as the movement has continued to evolve and mature.

Design, Development, Strategy

Going Off-Screen and Worldwide

Once the documentary was released we collaborated closely with the Discovery Channel as the film was projected on the Empire State Building and simultaneously live-streamed through the platform we created, reaching more than 220 countries and territories around the world. Our online platform helped drive behavior change by compelling visitors to participate in challenges, and explore educational material related to the film.

Getting the Movement Moving

In the early stages of the movement we recognized the need to simultaneously generate buzz and create awareness. To serve these two goals we created an interactive, choose your own adventure style online experience centered around the film’s themes, leading visitors through an immersive story about mass extinction and our role in preventing it.