REEL WILD New York Film Festival Launches Engaging Online Experience for Wildlife Advocacy

Year over year, the dependency for non-profit organisations to contribute to environmental protection, awareness and fundraising continues to grow more dire. Environmental-forward communities wear the burden of activism, but the world needs more everyday citizens to help drive change.

Recognising the urgency and importance for change, Barbarian offered its expertise in design, communications and technology, creating a microsite and brand design that gives viewers an experience that resembles the same credibility and interest of some of the world’s top film festivals like Sundance and Tribeca — drawing more attention, attendance, action and fundraising to the organisation.

While many film festival sites can feel incredibly one-dimensional, Barbarian created an up-close, immersive experience that not only answers the informational needs of visitors, but moves them emotionally to take action. As the agency found that viewers spend 3x more time on pages with interactive videos than those with static contact, it incorporated this approach to help captivate the audience through thoughtful, considered creative while still focusing on the films of wildlife.

To create an impactful and engaging user experience, Barbarian prioritised a frictionless architecture that caters to the growing trend of mobile donations, with 65% of charitable contributions now made via mobile devices. Mobile-responsive websites deliver 11% higher conversion rates, demonstrating the importance of seamless design. The agency also focused on building a discovery ecosystem that offers compelling, interactive content to drive engagement — yielding a 300% higher interaction rate compared to static content. This ecosystem is further strengthened by the emphasis on visible impact, as 81% of high-net-worth individuals (HNWIs) prioritise measurable outcomes in their giving decisions.

Formerly the New York Wild Film Festival, this is the first year the festival is under the name REEL WILD New York Film Festival with the Wildlife Conservation Society as a founding partner. Through powerful cinematic storytelling, REEL WILD New York will engage viewers in the beauty and urgency of protecting our planet, connecting them with the voices of filmmakers, scientists and explorers.

The festival will take place April 4-5, 2025 at AMC Lincoln Square 13 in New York and will feature six films from award-winning filmmakers including Lianne and Will Steenkamp, Evgenia Abrugaeva and Maxim Abrugaev, and Taira Malaney. Tickets to the festival can be purchased at reelwild.org.

OOH ads featuring the new festival branding are currently running in donated space across Manhattan and Time Square.