World Wildlife Fund
WTO Influence Piece

Overfishing in international waters not only threatens the balance of life in the ocean, it also can have catastrophic consequences on shore. As principle of Lucky Design Incorporated (the boutique design firm I ran through 2008) my partner and I worked with WWF’s Director of Transparent Seas to develop powerful imagery and messaging for the advocacy campaign to protect marine habitats and safeguard sustainable commercial fishing. Yes that is a real goldfish, and the actor is Jim Tooey. Fun fact: Jim Tooey played the Grand Master in the third installment of Matthew Barney’s utterly bizarre Cremaster film and art installation.