The 10-year anniversary of DamNation landed at a rare moment. Patagonia had a new documentary, Undammed, premiering in support of Klamath River dam removal, and an active congressional advocacy push around the Lower Snake River dams running simultaneously. Rather than treat these as separate initiatives, I built a unified social campaign that wove legacy film content, new documentary promotion, editorial storytelling, and live advocacy into a single, sustained narrative moment around river restoration.

I opened the campaign with an intentional education-first phase. I concepted and briefed interactive Instagram Story quizzes and true/false in-feed carousel posts designed to drive engagement and bring audiences up to speed on why dams need to come down before the heavier advocacy and film content hit. The goal was to earn understanding before asking for action. From there I provided creative direction on social cutdowns from Undammed, translated the Patagonia Stories editorial piece "Leave It to Beavers" into platform-native social content that added scientific depth to the campaign narrative, and connected DamNation, Patagonia Stories, and the Klamath and Snake River advocacy efforts into one cohesive content system — making dam removal the dominant story across Patagonia's organic social channels for the duration of the campaign.