Background
When our collaboration with a passionate documentary filmmaker commenced, the objective was clear: to spotlight the exploitation and abuse of various animal species in factory farms, spanning areas such as clothing, entertainment, and research. With a commitment to raising awareness about animal cruelty, the project aimed to create a compelling series of promotional advertisements for a documentary tailored to the general public.
Objective
To provoke public consciousness and ignite conversations around the harsh realities of factory farming, fostering empathy and understanding among viewers.
Design Elements
Typography:
Lane Narrow was selected as the primary title typeface for its sleek, modern aesthetic. When capitalized and spaced apart, it emanates a sinister atmosphere fitting for the documentary's subject matter.
Arial was chosen as the secondary typeface for its legibility at smaller sizes and bold contrast to Lane Narrow.
Colour Palette:
The choice of a limited colour palette played a pivotal role in conveying the intended message. The prominent use of red symbolizes danger and blood, while black represents death and fear. These colours, strategically employed, helped establish the tone of the advertisements.
Poster Development
The challenge lies in presenting graphic content in a visually engaging yet respectful manner. The process involves experimenting with compositions in Illustrator to develop compelling visuals that capture the essence of the documentary.
The creation of an animal illustration serves as the focal point, with gradients and shadows used to convey depth and unseen suffering. Grain effects are applied to enhance the grittiness of the imagery, reinforcing the documentary's tone.
In the second advertisement, typography takes center stage, accompanied by subtle background effects that complement the overall tone without overshadowing the message.
Results
Two promotional advertisements are produced, effectively addressing the sensitive subject matter of factory farming while maintaining audience engagement. The visuals and typography work in tandem to convey the documentary's message, prompting viewers to reflect on the realities of animal cruelty in modern society.
Reflections
The project demonstrates the power of visual storytelling in raising awareness and sparking conversations about pressing social issues. By striking a balance between graphic content and respectful presentation, the advertisements serve as compelling tools for advocating change and promoting compassion towards animals in factory farming.
