For this personal project I developed a concept for an anti-factory farming campaign. The tag line ‘Animals aren’t just pocket change,’ aims to encapsulate the theory behind this cruel practice.
We tend to see farm animals as commodities for us to exploit and forget that they are conscious, living and feeling beings. Based on this I developed imagery of animal shapes made out of coins and placed them on a wooden backdrop giving them this feeling that they are worth nothing more than a pile of loose change. I wanted to create imagery with an iconic style to keep pace with modern advertising.