Being a vegan, Hugo Fagundes has a problem with “humane slaughter,” the term that designates supposedly painless techniques to kill animals for food — and his graduation project gave him an opportunity to do something about it.
“Studying graphic design allowed me to understand the context of contemporary communications,” said Fagundes, who lives in Limeira, São Paulo. “Since I also had years of experience as a photographer, I used these skills to promote veganism.”
Fagundes named the campaign “Covert Inversion” (“Inversão Oculta”). The idea was to turn the tables on the meat industry, with several posters depicting humans about to be slaughtered, along with slogans in English and Portuguese questioning the concept of humane slaughter.
The photos were taken at a decommissioned abattoir in the São Paulo countryside. “The hardest thing was finding the right setting,” Fagundes said. “The abandoned slaughterhouse was chosen for symbolizing the reality we once supported, that we now hope to do away with.”
The models who took part in the project are Fagundes’ friends, and being vegans themselves, they were eager to collaborate. They are nude in the photos to emphasize their animal nature, but also to maximize the visual impact, Fagundes said.
The posters were exhibited at Limeira’s First Vegetarian Fair in late January, and auctioned off to benefit a local animal rights organization. “I intend to continue to promote the project independently, but I won’t say no to partnerships that are in line with the goals of the project,” Fagundes said.