MadSteves Studio
Alliance to End Plastic Waste
The Alliance to End Plastic Waste is a global coalition committed to eliminating plastic waste from the environment. Bringing together major producers, users, and recyclers, the organization works to build scalable, sustainable solutions around the world.
At Weber Shandwick, I supported the development of the Alliance’s brand and communications—contributing to visual identity assets, social content, print materials, and a 100-page Digital Brand Playbook distributed to key stakeholders and member companies.
For National Geographic, I designed an ad highlighting the Alliance’s partnership with Project STOP, an initiative focused on building waste management and recycling systems in underserved communities.
Lane Zero
Every creative has a project that didn’t make it past approvals or never saw the light of day. This concept was halted when the pandemic disrupted plans for the 2020 Olympics—but it was too good not to share.
The Alliance’s mission is simple: get plastic waste down to zero. With the Summer Games approaching, we proposed a campaign that brought this mission to life on one of the world’s biggest stages. By sponsoring the buffer lanes in premier swimming and track events, we would transform the most undesirable position into the most coveted by renaming it Lane 0 to symbolize a future without plastic waste.
