More Than Meats The Eye
'More Than Meats The Eye' is a visual campaign which investigates over consumption of meat in Australia. This campaign looked at beef intake specifically. As a fiercely passionate environmentalist, I have found through my own independent research how the livestock industry is a leading contributor in climate change, relating to human based activities. In Australia, our meat culture is glorified and has become a defining trait of our national identity. Advertising campaigns encourage this notion, and this is further iterated through support from leading supermarket chains Coles and Woolworths. I realised that Australians are being encouraged to eat so much meat that they would be unaware of the detrimental impacts these industries are having on the environment.
I created an illustrated series featuring two characters, one who consumes beef and the other who followed a plant based diet. Each character would then follow a story through the life cycle of their respective diets.
This story would follow a parallel narrative as the audience will follow each characters story simultaneously.
