This was an ad created for one of my BTEC Brief's: 'Veggie Quest'. The brief was to create something that promoted plant-based eating.

I had a couple of inspirations for this project, including the internet show picked up by UK's Channel 4 last year, "Don't Hug Me I'm Scared". I had been fascinated by the production design aspects of the show, as well as how they jumped between the guise of an innocent, playful kids programme, to darker themes and gorey visuals. It was the shock of those juxtaposing appearances within the same world and medium that I wanted to try replicating.

In more of the context of the brief, I looked at different ad campaigns that used shock to persuade an audience. One of PETA's ads about animal testing came to mind. It used the tactic of guilt and shock to reveal harsh realities in the beauty industry, while at the same time revealing information about it. I think that's where my ad lacked though, presenting fact, as I purely wanted to focus on the emotional reactions my ad would elicit.