The objective was to turn a standard food ad into
a provocative message about empathy and consumption
for a national audience, using high production value to
critique the very brands it was designed to emulate.

Directed by Fons Schiedon, we engineered a hybrid of parody and psychological realism. Each scene was executed with commercial-grade polish—perfect lighting and mouth-watering color—then strategically disrupted with subtle unease and reversal.

Broadcast nationally, the spot reached millions and successfully reignited a mainstream conversation on animal rights and consumption through a bold fusion of art
and activism.