My collaboration with activist Jack Higgs centres on building fictional pro-industry brands that flip expectations and use satire to spotlight speciesism. Together we've developed bold identities, campaign visuals and outreach materials that feel authentic, unsettling and intentionally provocative.
Farmers Union Against Vegans was built as a deliberately rough, slightly amateur-looking pro-farming brand, using imperfect alignment and a low-resolution logo to make it feel authentic on the street. The posters and promotional video helped reinforce Jack’s undercover character during outreach, giving him a believable front to open conversations.
This project leans into the aesthetics of hunting culture, exaggerating the anti-vegan attitude to the point of absurdity. By placing crosshairs over animals people find irresistibly cute, the campaign pushes viewers to question why some species are protected while others are ignored. The designs were printed as stickers to put on packets of jerky samples, giving Jack a playful but confronting tool for street outreach.
Bold, unapologetic creative for one of the world’s most provocative animal rights activists
Animations that map out the timeline and scale of this impactful story
