just another figure

A Calf in a Cage taps into the viral action figure packaging trend — but with a disturbing twist.
Instead of a collectible toy, the blister pack holds a baby calf trapped in a cage, alongside a feeding bottle, a metal chain, a bowl, and an hourglass.

This haunting image was created for Bulgarian animal rights organization Nevidimi Zhivotni, exposing the brutal conditions behind veal and dairy production.
By turning a living being into a shelf-ready product, the campaign blurs the line between consumerism and cruelty.

The message is clear:
Some lives begin and end in packaging.

While the trend turns people into action figures for fun, this campaign turns an animal into one to make a point — forcing us to see what industrial farming reduces them to.