Bank Zywnosci / #nieMarnujPita

Question: How can we turn a dry, bureaucratic obligation into a viral moment of social responsibility?
Medium: Visual, Websites
Year: 2026
Role: Creative Director / Designer
Skills: Visual Design, Filmmaking, Generative AI, Product Strategy, Editing, Motion, Brand Identity

A high-impact tax season campaign for the Kraków Food Bank that reframes unused tax allocations as a form of waste, mirroring the organization's mission to rescue surplus food.

Details

By subverting the popular 'cooking tutorial' format, the campaign used absurdist imagery of tax forms as ingredients to grab attention on social media.

I developed the visual identity, creator outreach framework, and generative AI assets to bridge the gap between bureaucratic tax filing and tangible community impact.

Process

Pitched the strategic concept to the Kraków Food Bank, connecting food waste prevention to tax fund recovery
Developed a visual identity and creator toolkit including scripts, production constraints, and digital assets
Produced a series of vertical video assets and absurdist generative AI imagery featuring tax forms as food
Launched a creator outreach program to onboard culinary influencers into the #NieMarnujPita framework
Managed real-time social media engagement and community responses during the peak tax submission window

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