I had an amazing opportunity to pitch ideas for UKTV's sustainability initiative, partnering with Wrap's Love Food Hate Waste campaign.

The task was to come up with an advert that would simply remind people that food waste is bad. I conceived and pitched the idea of a different kind of wasted food - those irritating, annoying items of food (!) that lose their inhibitions a bit too much, after one too many... Essentially, don't you just hate wasted food?

The spot was brilliantly directed by my lovely colleague Ceri Payne (check out his work).

Creative: Genevieve Simms

Director, Editor: Ceri Payne