Cactus-derived vegan leather. Innovative and renewable, will lead with its environmental bona fides and then draw attention to its performance and design. We worked closely with Angela Roi to bring this new innovative material to life through campaign messaging and content art direction. We established the campaign line “The softest cactus you’ll ever feel” playing homage to the material and attributes of the product. Cactus leather is changing the material landscape, and with that comes consumer education. With content and messaging we lead the consumer through the process of material research and development, celebrating the collaboration between nature and science to bring new materials to life.