PROVEG INTERNATIONAL CAMPAIGN
Proveg International - Diet Change. Not Climate Change
A fast-paced, 90-second animated campaign translating dense climate data into an accessible consumer narrative. The visual system was designed to instantly break down overwhelming global food statistics.
· CLIENT ·
Proveg International
· Creative & Art Director (Vexquisit Studio) ·
Roxy Velez
· SCOPE OF WORK ·
Campaign Strategy
Script Optimization
Illustration System
2D Animation
The Brief
ProVeg International needed a primary digital asset for their #dietchangenotclimatechange campaign to expose the direct link between animal agriculture and global climate breakdown. The core objective was to drive immediate dietary change across social platforms by making systemic environmental issues feel personal and urgent.
The Strategic Challenge
The core problem was communicating a massive amount of dense climate data in 90 seconds without overwhelming the audience. We had to break the common misconception that deforestation is a generic conservation issue solved by planting trees, and accurately reframe it as a direct consequence of the global food system. The strategic priority was formatting this information to prevent cognitive fatigue and ensure high viewer retention.
Creative Execution
To maximize production value and message retention, we developed an engaging, typography-driven visual story.
SCRIPT OPTIMIZATION & ART DIRECTION
We audited the raw script to prioritize clear communication, stripping academic jargon and splitting heavy statistics across multiple frames. To anchor the data, the art direction relies on high-contrast visuals that depict the literal facts of feedlot production, visually enforcing the link between deforestation and the global food system.
AUDIO STRATEGY
Delivering dense information in 90 seconds risks audience fatigue. We directed the sound design to structure the video into distinct chapters. Breaking the audio rhythm provides a subconscious reset for the viewer, making the massive data load easier to process and retain.
Impact
The campaign drove immediate social conversation.
Media Distribution: Picked up and organically amplified across major sustainability media outlets, including LIVEKINDLY and Plant Based News.
Industry Recognition
The campaign earned Official Selection and Shortlist honors at the 2019 International Vegan Film Festival.
Client testimonial
"Roxy is highly communicative and responsive throughout, going the extra mile to ensure that the results were clear, powerful, and engaging. Her team gave us tailored support that was relevant to our goals from the very start of the process, as well as invaluable suggestions where needed. She really does put her heart into her work!"
