Unboxing videos have long been driven by the thrill of peeling away layers of plastic, but lately, many content creators are criticizing brands for using too much packaging. Which contributes to the 50% of all ocean-bound plastic pollution comes that comes from thin- films.

So to mark International Seaweed Day, we collaborated actor and comedian Lake Bell, as well as some influencers to reinvent the unboxing experience. This time, highlighting eco-friendly packaging made from seaweed instead of whatever Shein uses. The initiative promotes Lonely Whale’s new documentary, Seaweed Stories, which explores the innovation of seaweed sustainability. You can watch the premiere on Leonardo DiCaprio’s YouTube channel here. This launch is only the start of a big splash to come.