feed more

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feed more *

Feed More is a Richmond-based nonprofit dedicated to fighting hunger and providing nourishment across Central Virginia.

In this project, I explored the grim reality of food insecurity - an issue that affects 1 in 7 Americans. I developed one unified campaign concept, expressed through two distinct creative directions, both grounded in a single universal human truth: a hungry mind can’t focus on anything but food. This work was designed to engage audiences emotionally and drive support for Feed More’s mission.

This idea came alive in two directions: the weight of hunger, and the freedom when it’s gone.

Two perspectives, One truth

Positive Direction

The Process

This execution illustrates how a child’s world changes when their hunger is addressed. By showing that a child no longer has to worry about food, it highlights the new possibilities they can focus on: learning, curiosity, growth, and exploration. It extends the insight into a hopeful, aspirational vision, hoping to connect emotionally with audiences.

Negative Direction

This execution illustrates how hunger shapes a child’s daily life when their basic nutritional needs aren’t met. By showing the obstacles, challenges, and setbacks that 1 in 5 children in America face, it highlights the ways hunger can limit learning, focus, and growth. It extends the insight into a sobering, human-centered vision, aiming to grow awareness and inspire empathy.

Personal Takeaways

This project reinforced how powerful a single, well-developed insight can be in guiding multiple creative executions. It also strengthened my ability to tackle sensitive topics with empathy, balancing urgency with hope. Developing both the Positive and Negative Directions taught me how to communicate complex truths in a way that connects emotionally with audiences while remaining strategic and grounded in the brand’s mission.