OVERVIEW
A concept PSA campaign created for Leaping Bunny, an organization that certifies cruelty-free products. Designed to raise awareness about animal testing in the cosmetics industry, the project explores two creative solutions to encourage consumers to make more ethical choices and support cruelty-free brands.
SOLUTION 1
An illustrated campaign fusing popular testing animals with common lab equipment. Includes a poster, magazine page, and billboard layout
In the sketches, I focused on picking the most recognizable features of both the animals and the equipment (e.g., bunny ears with microscope lenses). I added a simple color palette and minimal shading inspired by medical infographics to keep the visuals clean, approachable, and easy to read."
SOLUTION 2
A campaign using Photoshop to mimic an editorial cosmetic advertisement, the goal being to draw people in with the high fashion appearance while having dark undertones.
Similar to the first direction, I chose the most recognizable features of both the animals and popular cosmetic products (e.g., bunny ears with lipsticks). I played with subtle ways to distress the products, like melting, dripping, or spilling, so they still looked like polished cosmetic ads but felt slightly off. Then replaced the shadow with the silhouette of the animal.
