Adam Axford – The EnvironMENTALIST’
Adam and I met at a winter party at my job in the rocks in early June. I finished work, heard there was a magician performing, promptly sculled three espresso martinis and then hunted him down to demand magic from him. All of my co-workers raved on about how crazy his tricks were. But the first thing I noticed was his t-shirt that read ‘reduce, reuse, recycle.’ At this point I was only carrying around a metal straw. Adam performed a series of mind-blowing tricks. I was so impressed that I actually got scared a straw might have appeared out my ass. Convinced that he was a god by this point (espresso martinis helped a lot obviously), for his last trick he pulled a metal straw out of thin air. I screamed and pulled my metal straw out of bag and we laughed. A few weeks later, the plastic free journey was well under way and we connected through Instagram again after finding out he performed on Bondi radio at my other job. We met up at @heartcafebondi and talked about how he got here and what we could do for each other. We had a vision of making videos together, approaching people on the street with reusable items for @plasticfreejuly. Everything came together when we asked a local videographer @_archermedia_ to film everything and the magic blossomed from there. Approaching as many brands as we could, such as, @zenify.earth, @bambuubrush and @coffeecliq, inventing tricks and talking points for each company, Adams natural ‘sass’ (absolute savage) came out and our on camera chemistry made the final content well worth the time and effort from everyone involved.
Adam moved from London to Sydney in 2014 to start his career as a magician. After 5 years he’s managed to support himself solely through his passion for magic. It’s pretty clear that a lot of people go through life with blinkers on, oblivious to what is important. Adam could have done the exact same tricks, with the exact same routine but without the environmental message. Early last year a friend helped him to see the ‘why’ in his work. Adam had fallen in love with Sydney and it’s pristine beaches by this point, having grown up in a busy city. He soon became ‘the environmentalist’ – using magic and ‘mentalism’ to promote positive messages about sustainability, society and the environment in general. His ‘how a magician recycles’, on YouTube gained popularity and soon caught the attention of local councils. Now, more than 15 councils across Sydney have booked Adam to share this message. Across the board, a lot of creative people find themselves stuck doing boring work, just to pay the bills. As soon as he started to incorporate his passion for the environment into his routine, he felt completely liberated. Adam is the perfect example of someone whose changed his entire life by not only attracting the right audience, but the right people. When we were filming on Bondi Beach, we had no idea what we were doing or where it would take us, but I felt my life changing. His passion and commitment completely rubbed off on me. Although Adam might lack the patience needed to deal with stupid people, he more than makes up for it in passion. I owe Adam a deep thanks for teaching me how to incorporate my passion for saving the planet into every aspect of my life. Adam recently received his permanent residency and couldn’t be happier with changing the way people think about sustainability, one magic trick at a time. Sustainability truly is magic.