Animal magazines are stuffed with ads filled with long copy and clichéd imagery.

We stripped everything away except the animals. Portrait photography of chickens, horses and cows show off details like bright eyes and shiny coats.

We let these amazing looking animals do the work for us, because they say it best.

We photographed animals like you would a sculpture or sports car. To show off their true beauty we stripped away everything else and showed them in an entirely new way.

The animals are composed in a generous field of black to give them a clean stage, because they’re not just a visual, they’re the message.

The red copy block is derived from the Purina checkerboard – one of the most recognizable brand marks in North America. It’s also a vessel for keeping additional elements from competing with the animals.

The idea is all about a simple message, so we kept the composite design very simple and structured.

While the campaign just launched and it’s very early, feedback among retailers and consumers has been overwhelming positive. Initial research, showed the campaign was “extremely successful” in capturing and keeping our audience’s attention. And Purina’s favorability went up with test audiences after seeing the campaign.

And if animals could talk, they would like it, as well