Ria Chopra - PETA

I created a magazine feature/poster for a campaign that promotes veganism. The features/posters state facts about veganism with a short and sweet tagline "Wild & Vegan".

As an Art Director, I chose to use images of animals, that were looking right towards the camera. PETA usually uses triggering and upsetting images with an aggresive approach to their campaigns. I wanted to take a non-threatening approach to send out PETA's message. I wanted the audience to be able to make a connection with the animals in a soft and understanding manner, while being made aware of the benifits of a vegan diet.