Best Friends Animal Society
Design challenge
Many animal adoption campaigns rely on emotional urgency or distressing imagery, which can overwhelm viewers. The challenge was to create a campaign that felt hopeful rather than heartbreaking one that celebrates the life after adoption instead of focusing solely on the struggle before it.
This campaign for Best Friends Animal Society uses quiet, domestic moments to advocate for adoption through empathy and emotional storytelling. Each ad captures a familiar ritual setting the table, taking a morning walk, or relaxing at home and reframes it through the absence of a pet who deserves to be there. The warm color palette, natural lighting, and cohesive “ADOPT” call to action create a sense of belonging and hope, reminding viewers that every rescue deserves a place in the home and heart.
direction, branding, and campaign design, interactive ads
Project overview
This campaign for Best Friends Animal Society highlights the everyday joy of adopting a rescue by connecting simple routines morning walks, cozy homes, and shared meals to the love and companionship a pet brings. Through warm visuals, soft tones, and the unifying call to action ADOPT, the series evokes comfort, hope, and belonging.
This interactive installation was designed as a community engagement extension of the Adopt Don’t Shop campaign. The concept transforms a public space into an adoption event where each “reserved” seat represents a rescue dog waiting for a home. Visitors are invited to take a seat for their future pet symbolizing the start of companionship. The warm tone, approachable typography, and emotional storytelling create a welcoming experience that encourages immediate action and connection.
This continuation of the Best Friends Animal Society campaign expands the message across digital and print platforms to reach a wider audience. The Instagram ad connects emotionally through real rescue photos and direct calls to action, while the magazine spread maintains the brand’s warm, cohesive aesthetic. Together, they create a consistent visual language that blends empathy and design reminding viewers that every dog deserves their “after.”
