People always think of environmentalists "being granola or hippyish or even snobbish," says the photographer Roger Moenks. "They never really think of it like being cool or in the frontline of pop culture."
And so Moenks turned his talents to change all of that. His new multimedia platform and coffee-table book, I Am Eco-Warrior: Portraits from the Front Lines of the Sustainability Revolution, seeks to answer the question "How can I stylize a movement -- the environmental movement -- and make it interesting?"
"I didn't want to depict them as tree-huggers," Moenks said. Instead we see ECO-warriors like Ted Turner, Jeffrey Sachs, Stella McCartney, Sir Richard Branson, David de Rothshild, Jane Goodall, Michael Bloomberg and many more.
And so Moenks has stylized these innovative global thinkers in order to rebrand the environmental movement and "use the power of imagery to raise awareness." To learn more about this project, watch the video here:
Image courtesy of Roger Moenks.