Brief: An original poster design that aims to prevent animal cruelty for a new ASPCA campaign poster series.

In the "They Can't Talk, But We Can" campaign, the viewer is urged to report any suspicions of animal cruelty to the proper authorities.

The dog in this poster is framed into view using the fence as a vehicle to simulate depth in order for the viewer to build an emotional connection to it; it is cropped using the rule of thirds to create an arresting graphic.

The verticality of the condensed font for the header text improves legibility for the campaign's core messaging by balancing out the rectangular shape created by the text being in all-caps.

The mezzotint of the photo fosters an unsettling look of neglect throughout the poster while the orange represents a call-to-action that inspires the viewer to make a difference.

© 2019 Jonathan Antoine. All rights reserved.