TITLE:
Imagine If Your Own Pet Was Homeless?
CLIENT:
American Society for the Prevention of Cruelty to Animals
ROLES:
Concept
Design
Art Direction
Copy
DATE:
Fall 2023
INSIGHT:
3.1 million dogs are homeless in the U.S. every year.
BIG IDEA:
Pull at pet owner’s heart strings and encourage donations to the ASPCA by showing them what their own pet would look like if it was homeless.
Digital
Snapchat filter that detects pets with Ai technology and alters their background to appear dirty and lonely, as if they were homeless.
When a user points their camera at their pet, the Snapchat filter uses Ai to detect and map out the outline of the animal.
The filter changes the background of the image to look dark, dirty, and barren like as if pet is homeless.
After the user saves the image, text appears with a call to action.