We often judge environmental responsibility through images before understanding reality.
Greenwashing intentionally uses AI-generated, advertising-style visuals. No Filter presents unedited smartphone photographs that I personally captured during everyday moments, with only typography added.
This project isn't asking people to stop using AI. I intentionally used AI because greenwashing itself is an artificial construction. By contrast, the No Filter series documents the real world exactly as I experienced it.
Greenwashing is not about protecting nature. It is about protecting perception.
Every image in this series was intentionally created using AI. I wasn't trying to imitate nature. I was trying to imitate greenwashing, which is carefully designed to look trustworthy, beautiful and environmentally responsible.
Why AIBecause greenwashing itself is an artificial construction, I believed the images should be artificial too.
Not a shortcutUsing AI was part of the concept. The series explores how easily environmental responsibility can be replaced by appearance.
The pointThe images are artificial. The message is real.
Perspective 02 · Captured on a smartphone
No Filter
Nature doesn't need better advertising. It only needs to be seen.
Every photograph in this series was personally captured by me using a smartphone. Nothing was added. Nothing was removed. The only change was the typography placed on top of each image.
The opposite viewAfter creating the Greenwashing series, I wanted to show the opposite perspective.
Observed, not createdInstead of creating nature, I simply observed it.
The pointNature doesn't need to look better. It only needs to be protected.
Reflection
Protect nature. Not its image.
One was created.One was captured.Both tell the same story.
Different images. One message.
#STOPGREENWASHING
Beyond the image
ESG Best Practices
If greenwashing protects perception, these companies show what real commitment looks like. Select a company to read its ESG report.
30 companies
Behind the project
Why did I make this?
I grew up surrounded by photography.
But recently I realized that creating beautiful images has become easier than understanding what they actually mean.
