CLIENT: Super LTD. / NEON
PROJECT: Digital Poster (Concept)
WASTED! THE STORY OF FOOD WASTE aims to change the way people buy, cook, recycle, and eat food. Through the the eyes of chef-heroes like Bourdain, Dan Barber, Mario Batali, Massimo Bottura, and Danny Bowien, audiences will see how the world’s most influential chefs make the most of every kind of food, transforming what most people consider scraps into incredible dishes that create a more secure food system.
The poster features a large quantity of vibrantly-colored food that fills the frame with a goal to (almost) overload the viewer. Using negative space to form the title plays around with the idea of wasted space (or“not being used) as well as space for change and action. Ultimately the folks over at NEON/Super LTD went a different direction, but I had a blast creating this and I’m thrilled with how it came together. The doc is not only thought-provoking, but extremely well done, and I encourage everyone to check it out. Available now on iTunes, etc.