Another 1,000 Trees for Maybelline New York from Instant Karma Films

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The latest TV commercial for Maybelline New York, produced by eco-friendly production company Instant Karma Films, was made carbon neutral through its ongoing partnership with and as further affirmation to its environmental commitment, Instant Karma additionally planted 1,000 trees for the production through American Forests.

Once again, director Larry Shiu of Santa Monica based Instant Karma Films has teamed with New York ad agency Gotham Inc. to produce another round of spots for Maybelline New York. The two adverts required a locale that could double as the streets of New York but with the caveat that it be a city in China. The obvious choice would have been Shanghai, but with winter weather approaching, Guangzhou (aka Canton) was chosen because of its proximity to Hong Kong and warmer climate. One of the spots featured Kurara Chibana, Miss Japan and first runner up for Miss Universe 2006.

All efforts were made by production personnel to maintain a green approach to the production process utilizing renewable and sustainable materials and recycling whenever possible. But because those choices are limited, Instant Karma Films offset its CO2 emmisions through its partnerships with Carbonfund and American Forests to make its production Carbon Neutral. The company's tree planting initiative is to plant 1,000 trees for each production, therefore eliminating the the climate impact for the production of that TV commercial. Just one tree sequesters about 1.3 tons of CO2 over a 70-year period, according to researchers studying global warming. In a recent article in Variety, the claim is made that the entertainment industry is the second largest polluter in Los Angeles. (

Instant Karma Films founding partners, Tanya Hunger and Craig Farkas, have made a commitment to run as a carbon neutral company and in conjunction with, have created a calculator so others can calculate just how much CO2 your production will spew out and allow you to neutralize it through an offset or by planting trees. Visit the Instant Karma site to try out the Carbon Calculator and make your next production carbon neutral.


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