The brief
Viva! wanted to make the climate cost of our food impossible to ignore — not with a lecture, but with the urgency and pace of an infomercial. The kind of thing that grabs you before you can scroll past.
The craft
I built the whole film from found footage — edited and produced to turn scattered clips into one relentless argument. My friend and DJ Julian "Dzeko" Gaetano wrote the original music, which drives the whole piece. I worked closely with Viva!'s founder and director Juliet Gellatley to get the message razor-sharp.
The result
1.5 million views — a campaign film that did its job: it stopped people, and it made them think about what's on their plate.