ABOUT

Not petty!

It turns out there are more than 600 million stray animals worldwide and one of the root causes is rather benevolent – gifting! It’s a sad story, but we had a noble opportunity to contribute to this issue.

We stepped in the paws of a little doggo that has been “happily” gifted to a little boy. It’s all happy until it’s not. A seemingly regular holiday season advertisement takes a dark turn towards the harsh reality of shelters. We intentionally conveyed this visual drama through extremely contrasting color schemes between the two sides of the story as well as associative montage.