Purina Infinite Impact 2026

About

This black and white video project, titled Infinite Impact for brand Purina by agency Bader Rutter, highlights the severe emotional and mental health crisis facing veterinary professionals. The sequence features intimate, somber portraits of veterinarians and clinical scenes, exploring themes of professional burnout, depression, and high suicide rates within the veterinary community. The solemn tone and monochromatic aesthetic underscore the heavy emotional toll of caring for sick animals and distressed owners.