Peta - Killing the Tradition

PETA, the world’s largest animal rights organisation, is known for its bold campaigns challenging how we treat animals.

I designed and led on a festive wrapping paper that, on first glance, looked traditionally cheerful. But hidden within the pattern was a disturbing twist, a bloodied turkey carcass, revealed only on closer inspection. The design picked up a Bronze for Best Design in Charity at the Creative Circle Awards.

The idea was to make people stop and think about what’s on the table during the season of goodwill. It was a subtle, subversive piece of design that turned a moment of joy into a moment of reflection, exactly the kind of work I love: emotionally resonant, visually striking, and rooted in purpose.