Recognition: Cannes 1x Bronze, 1x Shortlist, London International Awards 2x Bronze, Clio Shortlisted, The One Club - Craft / Printing

RF Project

People’s Treasury

A national gardening initiative providing people living in food deserts a way to grow their own fresh produce. Growing your own food is like printing your own money. A national gardening initiative providing people living in food deserts a way to grow their own fresh produce. Growing your own food is like printing your own money.

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Person with a shaved head wearing a floral-patterned shirt against a red background.
Abstract artwork featuring a city map in green and intricate botanical illustrations like sunflowers and leaves in red and gold hues on a green background.
Poster for 'The Last March for Food' event on October 24th, 2022, featuring golden tomatoes and text in bold red letters.
Poster with gold tomatoes on a vine, red background, and text 'The closest tomato to me is 30 minutes away. Food is the real gold.'"
Two gold-colored carrots on soil with gold coins and text "Food is the real gold" and "The Last March for Food."
Golden wrapped food items with labels saying "Food is the Real Gold" and "The Last March for Food" by Ron Finley Project, dated 10/24/2022."
Golden apples on a vintage kitchen scale
Two posters promoting "The Last March for Food" event on October 24, 2023, at 9 am from Anacostia Park to Constitution Gardens. Left poster: crossed golden shovels with text "My Weapon of Choice". Right poster: person holding a golden shovel with "Freedom" text, and "No More Marching for Food" slogan.
A mock $20 bill partially buried in soil with the words "GARDENING IS GANGSTA" on the left and "FOOD IS THE REAL GOLD" on the right. The bill features an illustration of a man and text related to gardening and food advocacy.
Fictional currency bills on soil, featuring gardening imagery and instructions for growing plants.
Person holding a golden shovel digging in a grassy area with fallen leaves, surrounded by people and a cardboard box
Children marching with signs and a megaphone in a parade or protest, wearing oversized shirts and colorful hats.
Group of people participating in a demonstration or march on a city street, holding signs with messages about food injustice and environmental issues. Some signs read 'Stop Food Injustice' and 'We are the Soil.' Participants appear engaged and hold sunflowers, reflecting a peaceful protest atmosphere.

Photos by: Luis Marques

CCO: Matt Miller
ECD: Rafael Gonzaga, David Povill, Dave Cuccinello
CD: John Moeller, Luis Marques, Julio D’Alfonso
Director of Photography: Brandon Colewidener
AD: Emily Wu, Alex Zermeno  
CW: Brooke Feldman, Stuart  Tierney
Head of Design: Fabiano de Queiroz
Design Director: Tracy Hung
Senior Designers: Patrick Cambria & Yong Lee
Along with Ron Finley, Miranda Akkari, Anna Farmer, Tricia Dino, Chloe Collins, Carlie Naftolin, Andrea Bass, Julien Lemoine, Julien Chaillou, Drew Carter and Kaitlyn Ha

Next Project

Brand Identity, Design, Campaign Design

A fun, tongue-in-cheek way to get people engaged and excited to donate to a good cause.