A heartwarming awareness campaign where adopted dog owners share their joy in giving a dog a second chance at a life full of love. The aim was to remove the stigma attached to adopting a dog who has not had the best start in life, making adoption feel aspirational rather than an afterthought.
The strategy centred on a series of interview-style videos distributed across YouTube and social media, alongside portrait photography of owners with their pets used as the campaign’s key visuals. I led the concept and art direction, was the photographer on the shoot, and ran the project from brief through to final delivery, with the still images rolling out across social media and e-newsletters.