• Adweek, Tuesday, March 20, 2012 10:55 AM

Kristofor Lofgren, founder of Bamboo Sushi in Portland, Ore., was speaking on a panel on sustainability, and digital artist and filmmaker Joe Sabia was in the audience. He wanted to help him tell his story. Bamboo Sushi is the first certified sustainable sushi restaurant, and Sabia made a short film for Bamboo that is far more than an ad.

It details  today's global fishing practices and why they need to change. "I explicitly said this should not be a story about Bamboo Sushi. This should be a story from Bamboo Sushi—the story of how we currently get our fish; the story of how we should be getting our fish," Sabia said. The finished piece, "The Story of Sushi," a four-minute film shot with miniature models, is a dire warning and call to action. Watch it at the jump.

Read the whole story at Adweek »