Why Cellulose

Greenfiber is North America’s largest producer of cellulose insulation, making building materials from recycled paper. Working with Wray Ward, Ida developed the visual direction, storyboard and animation for its “Why Cellulose” campaign video. Illustration and motion explain how the material works, connecting its recycled origins with thermal comfort, sound absorption, fire resistance and sustainability. The video makes a technical subject accessible by showing what those properties mean for the homes people live in.