Animal Underground

Tacoma’s Wildlife Has a Secret Network.

And they’re tracking every neighborhood hotspot.

Voice & Vibe

The Animal Underground invites people to see Tacoma through the eyes of its wildlife — birds charting routes between trees, pollinators running delivery routes, squirrels facing backyard perils, and foxes slipping through corridors most of us don’t know exist. The campaign frames the city as a living network already in use, and positions its human residents as potential contributors to — or obstacles in — that system.

The tone is dry, curious, and a little cinematic. Rather than asking people to care about nature in the abstract, it makes wildlife the protagonists and lets humans discover that we’ve been supporting characters all along. A recurring cast of animal “reporter” personalities — each with a distinct role and voice — gives the campaign a serialized, world-building quality that rewards ongoing engagement and generates highly shareable social content.

Look & Feel

[To be finalized] Visual direction draws on vintage travel maps, hand-drawn field guides, and the aesthetic of underground zines and adventure comics. Aged parchment tones, dashed wildlife routes threading through neighborhood maps, and animal characters rendered with personality and wit. The overall effect is part explorer’s journal, part secret society dispatch.

Double-Sided Flyer

Social Media

Meet the Animal Underground

Tacoma’s most trusted source for what’s really happening in your yard.