Advertising | Art Direction
If there is one overlooked issue within our society today, it is the use of pesticides on our local produce that we purchase every day. This was the drive behind this campaign. Pesticide residue is a problem that most people sweep under the carpet, when in reality, there are thousands of people dying from these toxic chemicals everyday. This campaign tries to capture the essence of shock to aware people that the produce at the grocery store may not be as clean as you would think. I wanted to create a compelling and conceptually strong image to really grab the attention of people who would otherwise not be interested. I decided to photograph different fruits and vegetables, as well as a gas mask, and then super impose the two together to show that our produce is not as clean as you would think.
This campaign was created in collaboration with photographer, Justin Sicard.