Monte Vivo
campaign / social media / art direction / copywriting / academic projectMonte VivoWhat the fire reveals
You’ll only read me when I burn.
Monte Vivo stands for active land management. The campaign puts a billboard in the middle of the forest and lets neglect cover it, until a controlled burn in winter makes it readable again.
The billboard goes up in May. For eight months nobody looks after it and dry scrub covers it: the same scrub that burns in August. On 16 January, at an open day with forest firefighters, a controlled burn clears the fuel and the message comes back into view.
The whole story is told on Instagram, post by post. On-the-ground photography in late-afternoon light, Monte Vivo green and fire as the only accent colour, even inside the word "arda" (burn).
- Sector
- Environment
- Year
- 2026
- My role
- Concept, copy and art direction
- Deliverables
- Concept
- Copy
- Billboard
- Instagram campaign
- Art direction
Insight
We only look at the forest when it burns.
Tension
We believe protecting the forest means leaving it untouched. But neglect isn’t protection: it’s fuel.
Idea
A billboard the forest covers and only fire lets you read.
The messageOnly "arda" (burn) carries an image: the word is filled with fire from day one. The ending is already written on the billboard.
TimeOne billboard, eight months. It goes up, gets covered, burns and, at last, gets read.
16 JanuaryAn open day with forest firefighters and a controlled burn in winter, when it can be done safely.
InstagramSix posts telling eight months, like a message nobody opens until it burns.
Images made with the help of AI (Magnific).
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