P008 → the art of hunger / whyhunger
whyhunger’s hungerthon is an annual event that protects the human right to food through an online auction of celebrity items. our brief was to create a film that would boost visibility with gen z and millennials.
our film is built on a simple insight: still life painting became popular in the middle ages because food was a luxury—and in 2025, it’s still a luxury for far too many. we reimagined hungerthon as an auction of real food inspired by iconic paintings—an actual basket of fruit instead of caravaggio’s “basket of fruit,” and a real basket of bread instead of salvador dalí’s “basket of bread.” while images of food can sell for millions, pantries are still empty, so we turned that contrast into a call for change.
// spec work
art director: catarina barcala
copywriter: palak kapadia
// awards
cannes young lions US award, 2025 silver winner