⁨Natural Life Expectancy⁩.

⁨NotCo needed a striking way to connect its plant-based food proposition with the short lives of animals in conventional food production.⁩

⁨Show the animals people rarely see: elderly cows, pigs and chickens. Generative imagery imagined them growing old, with outdoor, print and social executions inviting audiences to reconsider the food system. The campaign disclosed its use of AI rather than presenting the portraits as documentary photographs.⁩