The WeLoveTheEarth.org website was a sleeper hit. With over 1 million unique users within the first few weeks, the site inspired thousands of people to register to vote, tens of thousands petition signups, and donations to non-profits across the globe invested in battling the climate crisis.
Lil Dicky's epic, all-star collaboration, "Earth," aimed to raise awareness around climate change and protecting the environment ahead of 2019's Earth Day, and featured over 30 artists, including Miley Cyrus, Katy Perry, Shawn Mendes, Ed Sheeran, Halsey and more. In the 7-minute animated music video, each of the song's A-list contributors are reimagined as animated animals singing the tune's cheeky lyrics. Nearly 300m views didn't hurt either.
The website has a simple and clean look, featuring a homepage with a video player and sections on climate change and ways for fans to get involved. It effectively communicates the message of the music video and encourages users to take action on environmental issues.
The Structure & Wireframes
A quick visualization of the site along with some prototype animations and transitions to communicate the minimalism & elegance.
The Visual Design
The branding and aesthetic for the music video drew inspiration from the earth's landscapes and landforms, characterized by vibrant gradients.
As you’ll see below, each animal had its own distinct color palette to capture its personality and the environment from the music video.
The pages have bright designs that capture the irreverent spirit of the project. Users can explore celebrity profiles and learn about their participation. They can sign up to vote, donate to the DiCaprio Foundation, and more.
Fun fact - Kanye West is voiced by Kevin Hart.