After reading Salt, Sugar, Fat by Michael Moss, I made a series of Public Service Announcements that revolved around the idea of cereal mascots and how they are used as manipulative tools to reign in the attention of a young audience. With these, I wanted to unmask the mascots and present them as what they actually are (a Tiger, a Rabbit, and a Leprechaun in my case) showing the viewer that these creatures don't look like they would know what's best for your health and to make the viewer question their actions in buying their products.