Yerba Madre "Dirt Shoes"
The problem isn't that people don't care.
They just need a better way in.
We turn your mission into a sharp point of view – then bring it to life in whatever way gets the best result: a funny short film, an unusual art piece, a limited-edition object... creative statement pieces that make your story impossible to ignore.
Basura brings art, humour, and cultural relevance to mission-led brands. We help thoughtful products earn the kind of attention usually reserved for sneakers and album drops. Why should they have all the fun?
How can Yerba Madre yerba mate's regenerative mission go beyond its niche fan base, to inspire new audiences?
Basura created a wearable art object: Dirt Shoes – a shoe made of dirt that falls apart as you walk, spreading wildflower seeds.
This statement of regeneration got Yerba Madre covered in over 100 outlets – from fashion, design, pop culture and more.
People feel dating apps are "designed to get you addicted". How do you get Gen Z to spend less time on phones, and hanging out more in person?
Basura created "The Hinge Phonebook" – a phone-shaped book filled with ideas to unplug from your phone.
Made with 20 artists. Sold out within 24 hours. Covered by Grazia, Pubity, and The Today Show.
How do you get the whole world to donate to a local food bank that nobody outside of Wrexham has ever heard of?
We ghostwrote a charity recipe book by Wrexham AFC owners Ryan Reynolds & Rob McElhenney called "20 Ways to Make Rarebit" ...where every page featured the same exact recipe but with unique international garnishes.
Trended No. 1 on YouTube. Received record-breaking donations from all over the world.
Basura was founded by Rajeev Basu, a creative director who spent over 20 years at the world's top creative agencies, brands, and entertainment shops including Wieden + Kennedy, Spotify, and Maximum Effort where he was a creative director / writer for Ryan Reynolds and Rob McElhenney.
Together with his handpicked team, they now bring that same cultural relevance, dry humour, and creative instinct to mission-led brands. Because doing good shouldn't mean being boring.
Earned coverage, and notable mentions
Basura is a founder-led creative studio. Founders, CMOs, and Chief Comms Officers partner directly with Rajeev, who is supported by a handpicked crew of creative and production specialists.
Unlike a traditional agency or creative studio where projects get handed down the chain, here the people you interact with are the ones actually making the work. There is no chain.
No corporate bloat, endless meetings, or 8,000-page decks. Basura has a radically simplified creative process that means we get to creative work that works, fast.
Yes. We have partnered with brands at all stages of their journey. From solo founders to billion-dollar brands. What matters most is the desire to do something that actually gets noticed.
Great. Most people aren't sitting around hoping for more advertising. That's why we make things that don't look or feel like advertising: a short film, a limited edition object, an artwork, collectible posters, a fashion collaboration… things that carry your point of view in ways that get people's attention and are remembered.
It's often the most strategic way to be heard. Some of the most important ideas in the world are ignored because they are presented in a way nobody wants to spend time with. Basura helps find an engaging hook that gives people a way into your mission-led brand in the first place.
Usually, yes. That's why Basura engages exclusively with a founder, CMO, or Chief Comms Officer. We partner decision-maker to decision-maker so strategic and creative thinking makes it into the world swiftly and as intended.
We agree. Ideas based on trends live for a brief moment then disappear forever. Basura searches for bigger cultural themes and tensions where your mission-led brand can have a point of view. We've done this for brands like Hinge (Gen Z loneliness), Yerba Madre (regenerative living), and Spotify (identity and inclusion). Our focus is creating things that make a lasting impact on people and the world.
It usually means the idea tried to say too many things to too many people. The best creative has a clear point of view aimed at a specific audience – that's when things work best. An outside perspective like ours can unlock angles and opportunities you have yet to explore.
Basura creates ideas engineered to earn press and be shared. With 20+ years of high-profile projects and widespread coverage, press outlets want to hear from us. Our PR connections across fashion, design, art, and beyond mean your creative gets noticed.
You will hear from us shortly.