CupcakeBBQ brings the viewer on a journey from food growth to consumption, and the pollution/ energy spent in the process. Identifying the problems of food waste behind the obvious, will spawn greater consumer responsibility. Buying food at supermarkets and super stores creates a passive relationship between the consumer and the product. This relationship spawns the notion that food is unlimited, and easily wasted. CupcakeBBQ deconstructs this American mentality on consumerism, and as a result pushes the audience to a greater respect for the products they buy.
The language of motion graphics is used in advertising and marketing campaigns to encourage people to consume goods and services. CupcakeBBQ this pre-established relationship with the audience in order to promote less consumerism and greater responsibility. Along with a website that offers the audience to participate in the dialogue, the piece will be available on the Internet for free. By allowing access to the piece, a larger audience can view the work and participate activism against wasteful behavior.
Through greater awareness and rectification of passive consumption and waste, consumers will gain respect for their products. New respect will generate a new foundation for responsibility toward the planet and those residing on it.