Developed for a Global Wildlife Protection Initiative non-profit organization. This social awareness campaign aimed to expose the reality of animal captivity in zoos. The project includes a poster series, brand identity, a website hero, guerrilla advertising, and social media assets, all designed as a cohesive system.
The direction centers on contrast and immediacy. Black-and-white imagery emphasizes realism and emotional weight, while a limited yellow and black palette creates urgency and high visibility across formats. The visual language draws directly from the idea of confinement—using bars, cropping, and tight framing to place the viewer in the position of the animal.
This approach was chosen to deliver a clear, confrontational message that cuts through typical advocacy visuals. Rather than soft or symbolic imagery, the campaign relies on direct visual tension and bold typography to prompt awareness and action.
