The Tree of life
A monumental video art experience
of threatened world species
CHANGING HUMANS’ MINDS, CHANGING CULTURE.
what we see
Art has a problem:
It struggles to impact. It’s aloof, disconnected from on-the-ground change.
conservation Science has a problem:
It struggles to communicate. Scientific papers cannot change culture.
what we know
CONSERVATION IS THE PERFECT COGNITIVE STORM
Cognitive science tells us humans can’t process problems that are long-term, invisible, and have delayed consequences.
The loss of biodiversity is this kind of problem.
The immediate, the visual, and the immersive goes directly to the “reptilian brain”: the human brain’s primary response system. It is here that human behavior is changed.
what we think
ART uniquely impacts our emotional, reptilian brain pathways.
SCIENCE shows us the wonders of the world that are in peril, and has people on the ground fighting for them.
what we feel
By integrating the best of what Art does and the best of what Science does, in a SINGLE WORK, we can address both science’s and art’s problems.
The Tree of Life brings three disciplines together seamlessly to forge a new pathway to understanding biodiversity on earth and the interconnectedness of life.
Leveraging the best of art, science, and technology, the Tree of Life speaks the language of the human brain, inspiring understanding and action.
Changing minds, changing culture.
