10 Quick Questions with Mek creative director Mirella Arapian

Creating campaigns that intrigue, make people question their behavior, and look incredible at the same time is the genius of Mek Studio and their Creative Director Mirella Arapian.

We have been huge fans of Mek since discovering their work with the Farm Transparency Project and since have loved watching their collaborative work with organisations such as PETA & WWF.

Their ability to communicate the messages of these amazing organisations means as a brand they are having a huge impact on affecting the hearts and minds of those who view the campaigns.

We wanted to chat with Mirella their Creative Director to find out how they got started and why they do what they do.

Enjoy our chat.

1. How did your vegan journey start, what sparked it?

I was vegetarian for many years, then 8 years ago I saw a sheep transport truck and immediately became vegan.

2. Why did you start Mek and what is the big vision for the agency?

Before Mek we were Vertigo for 7 years, a design studio not really offering anything different or new from countless other design studios in our industry. During one of Melbourne’s endless lockdowns, we decided it was time to make a change and own who we were, which was strongly connected to the values we uphold in our personal lives as vegans and animal/environmental/social activists, so we rebranded as Mek.

Mek is Armenian for one. One people. One planet.

We don’t really have a big vision beyond creating work that we and our clients are proud of, that raises awareness and helps change the way people think, eat, donate, invest, spend, and consume. If someone sees our work and switches from cow’s milk to oat milk, that one action alone reduces suffering and saves the lives of thousands of animals. That’s why we do what we do.

3. What success stories have stuck with you? Can you share any wins from your campaign work?

Our latest campaign was for World Animal Protection Australia calling on
the QLD government to ban dolphins in captivity at Sea World, Australia’s only remaining dolphin breeding program. Entitled Misery in Captivity

https://www.worldanimalprotection.org.au/take-action/end-dolphin-suffering

it was the organisation’s best-performing campaign since 2016, and so far has a CTR rate of 5.5% which is higher than average. Every project we create that makes a positive impact, no matter how big or small, is a success story to us.

4. Why is running an ethically focussed business important to you, and what do you hope to inspire in your peers?

It’s important because the business is an extension of us and our activism, and because on a deeper level being ethical is the right thing to do. We hope to lead by example and inspire our peers to question the clients and projects they engage with, design with intent, and create work that has a positive, lasting impact. We also want to show that running an ethical business in this industry is definitely possible! In the context of veganism we want to educate our peers against using marketing buzzwords created by animal agriculture industries such as “free range”, “organic”, “sustainable”, “grass fed”, “local”, “ethical”, “humane”, etc., and encourage them not to take on projects that support and perpetuate these fallacies.

5. What brands in the vegan space do you admire and why?

My favourite brand in the vegan space is VFC. Everything from its
identity, messaging, campaigns to its humour and attitude is exemplary,
and most importantly supports the brand’s activism against the factory
farming of chickens. When a brand aligns with a company’s values,
that’s where the magic happens.

6. Where is your favourite place(s) to eat in Melbourne?

Paradisescape, Sable, Red Sparrow, The Origin Tales, Neko Neko, Brother Bon, Funghi e tartufo.

We’re so lucky to have so many vegan restaurants in Melbourne.

7. What vegan fashion brands do you love/support?

Sans Beast, A.BCH, Kowtow, Nōskin, Unreal Fur

8. What advice do you have for ethically conscious creatives starting out?

First, you must define your values and what being ethically conscious means to you. Ask yourself what you won’t compromise on and what type of work you want to be doing. If you’re just starting out, create work that you want to see exist. It doesn’t matter if it’s self-initiated projects, as long as you can demonstrate you can do the work.

Build your networks early (LinkedIn is an excellent platform for this) and ensure your values are embedded in everything you do. Be consistent and authentic, and you’ll attract the right people.

9. Future dream client or collaborator?

Fortunately, we’ve already worked with clients who were our “dream clients” when we started Mek: PETA, WWF, World Animal Protection Australia, Sea Shepherd Australia, Farm Transparency Project and We Animals Media, but to us, all of our clients are dream clients.

We’re very particular about who we work with which to us is just as important as who we don’t work with. When we collaborate with like-minded people who share the same values, our projects are more rewarding, impactful, and have a greater chance of effecting change.

10. A vegan future is important because…

Veganism must be prioritised at the forefront of change while abolishing the barbaric and inhumane practices of innocent sentient beings we share our home with. Our current food system is outdated, inequitable, at breaking point, and doesn’t forge a sustainable path for the future. Adopting a vegan lifestyle will ensure measurable and rapid change in
the issues facing our survival as a species, and our non-human animal friends who are here with us, not for us.

Final Thoughts

We hope that you enjoyed the chat with Mirella and implore you to go and take a look at all of the amazing campaigns that Mek has been a part of.

You can take a look at their work via their Instagram Page & Website.

To see more vegan chats like this one, visit our vegan chats section here.

LGV!