A content campaign for one of Mexico's federally protected natural areas — the Puerto Morelos reef, part of the Mesoamerican Reef System, the second-largest barrier reef on Earth, and a RAMSAR wetland of international significance — built around the sea turtles that nest along its coastline.
CONANP is the federal agency charged with managing Mexico's protected natural areas — and the Puerto Morelos reef, decreed a national park in 1998, is one of its most ecologically critical holdings: nearly 9,100 hectares of reef, seagrass, and mangrove on the Quintana Roo coast. Conservation campaigns for an area this significant aren't decorative — they're part of the actual management mandate, built to move public behavior, not just public opinion.
That meant the sound design had to do double duty: carry the emotional register conservation messaging needs to land, while staying credible enough to sit next to footage of an actual federal agency's actual protected wildlife — nothing about a sea turtle nesting site benefits from sounding like advertising.
Led the creative direction and sound design for the campaign, shaping how image and audio worked together to carry CONANP's turtle conservation message for the Puerto Morelos national park.