Plentiful Yields, Priceless Losses

Plentiful Yields, Priceless Losses is an exhibition exploring the environmental impacts of industrial farming. The project involved creating a cohesive brand identity and campaign to increase awareness and audience engagement with its critical themes. My initial direction was trying to highlight the dark side of the industry and the unknown so much of the population lives in. This utilized dark imagery that took an ordinary, organic image of food or animals, turning them into something shocking and worth stopping for. Midway through my concept development I was tasked with combining directions with another designer. From this we assessed what worked from both campaigns and how we could work together to create a new direction. We decided to take the industrial and the organic highlights and melt them together. The way we did this was by asking AI to produce images of how it imagines food will look in the future if industrial farming remains as intensive as it is today. We gave it a clean cut, apple like aesthetic to take away all signs of organic life and try to sell it as a commercial product. This highlighted the drift away from real whole foods into a dystopian view of what can result if we continue this direction.