PETA goes hell-for-leather

Created for PETA by Samy Alliance with creative direction from Santiago Lucero, the film depicts a group of glamorous party-goers with a ravenous appetite for leather goods. 

It was directed by M&M (Martin Jalfen and Mike Usandivaras), through ROMA, and depicts a young woman who celebrates her birthday by repeatedly striking a cow-shaped piñata with a baseball bat. As the blows increase, the film becomes more hellish, as the cow cracks open revealing a gory mess of intestines and blood-soaked leather accessories that sends the partygoers into a frenzy. 

“The intention was to portray the occasion of the piñata as one filled with innocence but, at the same time, with violence and cruelty to reflect the lack of awareness that exists when it comes to leather production," says PETA Vice President Mimi Bekhechi. "Leather is just hairless fur, and people need to wake up to the fact that this is an industry defined by animal suffering. We urge everyone to choose sustainable vegan materials that leave animals in peace.”