For the Trees

The challenge

Since 2022, the Oregon Forest Industries Council’s For the Trees campaign has worked to change how Oregonians see the modern timber industry — and the sustainable forestry practices behind it. By 2024 the campaign was ready for something new: a way to take people into the forest instead of just telling them about it.

The approach

At Unincorporated, our team built a multi-channel campaign — TV, out-of-home and display ads, event collateral and explainer video — and partnered with immersive studio 360 Labs on six short VR films and a 30-minute documentary. Over nearly a year, crews captured 8K 3D 360° footage in forests, sawmills and logging operations across Oregon, and on the front lines of an active wildfire alongside the Oregon Department of Forestry.

The experience

The VR films launched at the 2024 Hood to Coast Relay inside a branded geodesic dome, with a hands-free kiosk app that let hundreds of people watch in a single day. The documentary — including a segment built from restored 1890s 3D stereographs — went on to Meta TV and a fulldome premiere at OMSI and the Eugene Science Center.

The outcome

6,500 people visited the Hood to Coast activation and 74% rated it highly effective. Since August 2024 the VR experience has traveled to 18 events, reaching an estimated 3,500 in-person viewers.

Credits

Client: Sara Duncan, Director of Communications, OFIC · Agency: Unincorporated — Gina Maffei (Project Director), Ryan Standley (Design), Robert Johns (Producer) · VR production: 360 Labs