La fruita és fruita

By: Laura Garcia Mut

Every year, 1/3 of the world's food production is wasted. This was the starting point for a real project with the Center for Environmental Education of the Valencian Community (CEACV), a reference center to inform and raise awareness in Valencian society about environmental management.

The project consisted of designing and produce an informative-explanatory video on food waste targeting a young audience. The goal was to express the message with a fresh and positive tone.

I wanted to focus the message on the prejudices we all have when buying fruits and vegetables. This "selection" in search of the perfect piece of fruit causes that tons of food that are suitable for consumption are being discarded for aesthetic reasons.

The fruit itself is perfect, if we leave aside these prejudices we can get the producers to see benefits in "ugly" fruit and not end up discarded. I wasn’t looking for a moralizing video, so, at the graphic level, I wanted to give it a nice appearance with pastel colors and a clean photography with bright colors.

In production and post-production I used a mix of techniques: Stop motion, collage, rotoscopy, motion graphics, etc. I’ve taken all the photographs in the video and the sound piece belongs to Blue Dot Sessions under the CC BY-NC license.

It was a real project for Audiovisual Graphic Design Projects class and Digital Animation Workshop in EASD València. Project tutored by Elisabet Rodríguez-Flores and Clara Ceita.

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