Alpamys Yechshanov

Alpamys Yechshanov | ZeroTox Posters

What inspired the concept behind “ZeroTox Sustainability Campaign”?

ZeroTox was born when I spotted a plastic bag flattened on a NYC street, shaped like a squished apple. That image stuck with me—it perfectly symbolized the contradiction of “The Big Apple” turning into a “Big Polluter.” I wanted to turn that metaphor into a visual campaign that speaks to both the beauty and the danger surrounding urban life and waste.

Why did you choose fruits and vegetables made of plastic bags as the central visual metaphor?

Fruits and vegetables symbolize health, nature, and life—but when made of plastic, they become uncanny and unsettling. This tension was intentional. I wanted to provoke viewers into rethinking what we consume and discard, and how plastic has infiltrated even the most natural symbols.

Alpamys Yechshanov | ZeroTox Posters

How do you balance activism and art in your creative practice?

I believe art becomes more powerful when it carries a message. For me, activism is not separate from art—it gives it purpose. I strive to create visuals that are both aesthetically striking and conceptually urgent. Design can move people emotionally and intellectually at once, and I use that intersection to engage audiences in meaningful dialogue.

What emotions or thoughts do you hope your viewers experience when seeing these posters?

I hope they feel a mix of discomfort, curiosity, and reflection. Discomfort at the distorted beauty of plastic produce, curiosity about what it represents, and reflection on their own role in environmental impact. The goal is not to shame, but to awaken.

Alpamys Yechshanov | ZeroTox Posters

How do you envision the role of artists in addressing environmental crises like plastic pollution?

Artists are storytellers, and stories shape public consciousness. In a time of crisis, artists can amplify scientific data with human emotion, urgency, and imagination. We can bring abstract statistics to life, making them impossible to ignore.

How do you see public awareness campaigns like this evolving in the future?

I think they’ll become increasingly immersive—blending physical spaces with digital interaction. AR, AI, and real-time data visualization will play a larger role. But no matter the medium, emotional resonance and storytelling will remain key to impact.

Alpamys Yechshanov | ZeroTox Posters

What message would you like to give young artists who want to create work with social impact?

Don’t wait for permission. Use what you have, where you are, and speak from your truth. Social impact starts with a bold idea and the courage to share it, even if it feels small at first. Your voice matters—especially when it’s rooted in authenticity.