![UNCLE_BEN_4[1].jpg](https://images.squarespace-cdn.com/content/v1/5e135aaf7da94038182d3f3e/1578330208194-AL0RVVLW4X95MI5F9XI5/UNCLE_BEN_4%5B1%5D.jpg)
![UNCLE_BEN_3[1].jpg](https://images.squarespace-cdn.com/content/v1/5e135aaf7da94038182d3f3e/1578330184779-ID4VAJZLN01Y4JIEKRCG/UNCLE_BEN_3%5B1%5D.jpg)
![UNCLE_BEN_2[1].jpg](https://images.squarespace-cdn.com/content/v1/5e135aaf7da94038182d3f3e/1578330142248-22OTFQ64T1D4FX3ZVCZR/UNCLE_BEN_2%5B1%5D.jpg)
The year was 2019. I was eating a lot of rice. Sometimes, that’s all it takes for inspiration to strike. I thought, “Hey – what if Uncle Ben’s Rice actually advertised their product? And what if the messaging they used targeted busy, hungry people like me?” Thus this spec project was born.