This campaign promotes pet adoption through brilliant optical illusion photos

We all know that photography can be a powerful tool for sending a message. A recent campaign from an animal shelter in India is a beautiful example how photography conveys a strong message and calls to action.

A series of photos created for World for All shows that there’s always room for a pet in a family, and these pictures show it in a very smart and unique way. They resemble the double meaning optical illusions; only they were made through photos, not drawings.

Photographer Amol Jadhav took photos of families and used background, shadows, and lights to create a blank space shaped like an animal. When I first saw the thumbnail of these pictures on my phone screen, I only saw a white cat, dog, and bunny. But when I opened each of them, I saw what the trick was, and the idea really blew me away.

As an animal lover and a photographer, I like both aspects of this design. I think this is an excellent way to send the message of pet adoption, and it’s a very smart way to do it. On the other hand, I also like how it was executed, and that all it took was some playing with light, background and the position of the models. And sure, a bit of Photoshop as well.

I think optical illusions with double meaning are fun, and I’ve seen a lot of those, but only as drawings or paintings. This is the first time I’ve seen them as photos, and the idea is great. And as a plus, these optical illusions send a message which is pretty clear and striking.

Photos or kittens and pups are cute and can convince you to adopt a pet, but I believe this campaign took one step beyond in creativity. Enjoy the images and keep in mind that indeed – there’s always room for more.

Credits

• Client: World For All
• Agency: McCann Worldgroup India, Mumbai
• Art director: Pranav Bhide
• Writer: Pranav Bhide
• Photographer: Amol Jadhav
• Retoucher: Pranav Bhide
• Finisher: Nitin Sawant, Nagesh Mithbawkar

[via Postproduction]