Art direction for Greenpeace Canada in Vancouver, BC. In a world overwhelmed by waste and overproduction, this campaign challenges viewers to confront how deeply consumption has become woven into our identity. The advertisement portrays a person wearing trash, symbolizing how the excesses of modern life now define us. Crushed cans replace the eyes, representing a distorted view of the world shaped by overconsumption, while the garbage bag clothing illustrates how pollution has become our second skin. The stark composition and confrontational gaze invite reflection on the consequences of unchecked production and material desire. This campaign is a call to action to see beyond the waste and imagine a future built on responsibility, sustainability, and awareness.