Chasing the change | Cristina Baccelli | TEDxPescara

Chasing the change | Cristina Baccelli | TEDxPescara

Environmental Concerns in Advertising

  • The speaker reflects on their 17-year career in advertising and the growing conflict between their passion for creativity and their concerns about the environmental impact of their work.
  • They recall a specific moment on a shoot where they began to question the value of their work after witnessing the excessive resources and waste involved in producing a simple sandwich for a commercial.
  • As they became a parent, their environmental consciousness intensified, leading them to grapple with the ethical dilemma of promoting products and industries that contribute to negative environmental impacts.
  • Despite the positive message of a campaign they worked on for an energy provider, the speaker calculates that a single advertising campaign generates approximately 70 tons of CO2 emissions, equivalent to the annual impact of 12 people in Italy.
  • They break down the various factors contributing to the environmental impact of advertising, including the production and transportation of materials, energy consumption during filming, and the distribution of finished campaigns.

Sustainable Practices in Fashion

  • The fashion industry is facing a critical problem of overproduction, leading to waste and environmental harm.
  • Augmented reality (AR) can be used to provide consumers with detailed and immersive experiences of products before they are produced, reducing the risk of overproduction.
  • Creators, both those who appear on camera and those who work behind the scenes, are playing an increasingly important role in the fashion industry.
  • Collaborations between influencers and makers, who specialize in technical production, can result in more engaging and visually appealing content.
  • Pre-production planning and the use of virtual sets, such as WhatsApp, can help to streamline the production process and reduce the need for physical travel.

Sustainable Video Production

  • The speaker discusses the carbon footprint of video production and compares two different production methods.
  • The first method involves moving only the maker and creative director to different cities, while influencers stay in their respective locations and film themselves using their smartphones.
  • The second method, which is closer to what they did, involves no travel and relies on post-production to create the videos.
  • The speaker emphasizes the power of visual content and how it can convey emotions, empathy, and messages more effectively than text.
  • They suggest the possibility of recycling existing content and using technology to create new and sustainable forms of storytelling.


  • The speaker acknowledges that their individual impact may be small compared to the global population, but they believe in the potential of small ideas to grow and make a positive impact on the environment.
  • They express hope that their ideas can inspire others in the industry to adopt more sustainable practices and create a larger collective impact.

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