In the election of 2016, there were a few bright spots: one of which was that Massachusetts passed a state-wide law to ban farm animal confinement known as “Question 3.”

As part of the “Yes on 3” campaign, Citizens for Farm Animal Protection and The Humane Society of the United States hired us to create a PSA promoting the passage of the bill.

Our concept was simple: we wondered what would happen if we crammed 15 Bostonians into a tiny cage in front of Faneuil Hall. The answer was equally as simple: they didn’t like it.

The result was a PSA that did its part to move the needle towards passage of the bill, and a better life for all farmed animals in the state of Massachusetts.