Many cosmetic products are tested on animals. The brief was to create posters to make the general public aware of this and encourage them to switch to products that are made without harming animals.

We wanted the posters to be dramatic but not gory that they put people off. We took cues from the world of cosmetics and used visuals of painted lips, styled hair and curled eyebrows. They were cleverly manipulated to reveal hidden truths: the lips concealed a rat, the hair resembled a dolphin and the eyebrows were made of a bird’s feathers. This process simply and elegantly communicates that the products used for enhancing looks also harm animals.

The posters got a lot of attention and people were sensitized to the cause. The awareness also ensured that retailers stocked products that were not tested on animals.