Date
22 September 2017
Clever positioning of subjects and creative lighting helped an Indian duo create a powerful campaign to promote pet adoption. Photo: World For All Animal Care and Adoptions
Clever positioning of subjects and creative lighting helped an Indian duo create a powerful campaign to promote pet adoption. Photo: World For All Animal Care and Adoptions

Pet adoption ads spark online buzz

A powerful photographic series using clever lighting techniques to promote pet adoption in India has generated huge online buzz.

Photographer Amol Jadhav and art director Pranav Bhide, working with the Mumbai branch of a multinational ad agency, used creative lighting and framing to create a series of optical illusion portraits that contain two images in each picture. 

To get the desired result, the duo arranged their portrait subjects to create an animal shape in the negative space between them.

With a very bright backlight and a small fill from the front, they were able to capture the people and the animal shape in one image.

The ads were part of a campaign for World For All Animal Care and Adoptions, an Indian pet adoption charity, with the tagline “There’s always room for more. Adopt.”

The photographic series was used for the “World For All Adoptathon” in Mumbai.

Due to the powerful promotional campaign, the event saw a 150 percent increase in attendance compared to last year and 42 adoptions in a single day, reports say.

The campaign won a number of advertising awards including a Lotus award at Adfest, Asia’s largest advertising festival.

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One of the stunning images in the campaign series that has won many advertising awards, Photo: World For All Animal Care and Adoptions


Photo: World For All Animal Care and Adoptions


Photo: World For All Animal Care and Adoptions


EJ Insight writer

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