Bullies is a short film created in the Second Life^® virtual world to inform consumers about the destructive impact of invasive plant species and promote the use of non-invasive plants. 

Invasive plant species cost the US economy $137 billion a year.  As one step toward reducing the problem, retailer Meijer^® joined with The Nature Conservancy^® to sponsor a consumer education campaign. They approached Machinima by Silver and Goldie to produce a video showing the devastating effects of invasive plants.  We chose the Second Life^® world as the production platform.  At our virtual production facility, Studio Shores, we created a 3D environment of fields, forests and wetlands, populated with people and wildlife, and designed avatars as invasive alien “bullies” to wreak havoc across the landscapes.  The nagging moral issue, however, is that we’ve introduced invasive plants to the virtual world!

Nature Conservancy Invasive Plants Project

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