Lately, I’ve had a strong desire to delve into the topic of greenwashing. As a director in the fashion industry, I’m well aware of its significant contribution to climate change, which applies to the production of everyday products as well. I’ve come to realise that capitalism can never truly be ecological. The concept of Choco Hoax came to me while I was grocery shopping and reading product labels. Suddenly, every item seemed to boast about what it lacked: No sugars, no palm oil, no preservatives, etc. It struck me that we’ve grown accustomed to choosing products based on what they don’t have. This embodies the grand promise of contemporary capitalism: buy, consume, and without any risks.
By removing these elements, companies aim to demonstrate that their products are not only healthy but also environmentally sustainable. It’s taken to the next level, making it not just a ‘conscious’ product but something that makes you feel proud because you’ve contributed to something good for the world. They’ve cleverly eliminated the one thing that could hinder us from consuming: guilt. It’s a brilliant marketing strategy, indeed. This was everything swirling in my mind, and I decided to jot down some notes. After a while, I tried to put all my ideas together and I began writing the screenplay for Choco Hoax.