The brief
Viva! wanted to reach people where they weren't expecting it — sitting in the dark, before the trailers, with nowhere to scroll. A cinema advert about the real cost of dairy.
What I did
I produced the piece for the big screen, where pace, sound and image all have to land at scale. Cinema is an unforgiving format — there's no second screen to compete with, but there's also no hiding a weak cut.
Where it ran
Screened in cinemas, putting Viva!'s message in front of audiences who'd never have searched for it — exactly where a campaign like this can change a mind.