Sam’s past remains 1.5 billion pigs’ present. While it’s true that these stories are heavy with sadness and grief, this project also aims to highlight the joy of Sam and her piglets’ new lives, and imagine the bright future we can have together as we live in harmony with each other. 


This is where Joost comes in – warm and vibrant, like the sun. His joyful self and playful attitude are important to balance the project with lightness, hope, and enthusiasm. They help acknowledge and remember the positive elements that also exist in what seems, at first, a cloudy picture. 


With the ambition to generate open minds and encourage our audiences to look at things from another perspective, we believe that his input makes a huge impact in the way we approach and connect with our audience, and deliver our message.