The brief was to raise awareness about the ethical concerns surrounding leather production, shedding light on the exploitation and suffering endured by animals in the fashion industry; The objective was to challenge the prevailing perception of leather as a benign byproduct, instead revealing its true cost in terms of animal welfare. The piece is meant to ignite discourse and contemplation on the moral implications of using animal-derived materials in clothing and accessories to inspire viewers to actively seek out cruelty-free alternatives to leather. The main goal is to generate widespread publicity and media coverage for PETA's ongoing advocacy efforts, propelling the cause of animal rights and vegan fashion into the forefront of public consciousness.

The client has always been known for creating campaigns that are truly aggressive and visually powerful. After several ideas, we, along with creative directors Santi Lucero and M&M (Martin Jalfen and Mike Usandivaras), decided on a very raw and visual film. We opted for a truly gritty and visually striking approach.

The major "challenge" obviously was to create a piece with a very limited budget. To overcome this, we collaborated with a team that literally gave their all for the cause.

All the objects in the piñata are made of vegan leather or plastics; guts, viscera, and cow innards are artificial, and no animals were harmed in the process.