World Animal Protection
Oscars 2024 Social media campaign
Client: World Animal Protection
Project Date: March 2024
Role: Graphic Designer
Around the time of the 96th Academy Awards or the 2024 Oscars, World Animal Protection reached out to me to design for them a social media graphic for a campaign they would be running during the time of the awards ceremony. The goal of the campaign was to call out travel company, GetYourGuide, who happened to be running advertisements during the Oscars. In order to push them to remove listings for vacation destinations like SeaWorld, who are known to violate animal rights, I designed a graphic that related to Oscars night.
At first, I went with a minimalist design style that was reminiscent of a past campaign I designed for WAP, but it was too cartoonish for this campaign, so we went with something more realistic. I don’t often utilize AI for designs, but I used Microsoft’s Copilot in order to generate an animal that would be reminiscent of an Oscar trophy that I could composite into the final design. The first animal design I generated was an elephant, but the client informed me they wanted to do a dolphin instead. Anytime I’m using AI, it’s a lot of trial and error when it comes to figuring out the right prompt to get the image I want. Eventually, I found the dolphin I wanted, adding scratches and scars to the statue using Photoshop’s generative fill tool and masking.
First design iteration of ad campaign. Utilizes a more minimalistic design and features anthropomorphic character designs of various animals dressed for the 2024 Oscars.
Second design iteration of the social media ad campaign. Utilizing Microsoft Copilot, I used AI to generate images of different elephants before finding a match and cutting it out in Photoshop and doing some manipulation to the image.
Third design iteration for the campaign. My client wanted to use a dolphin instead of an elephant so I generated this using Microsoft Copilot.
Fourth design iteration for the social media campaign. This time, the client wanted a more realistic looking dolphin, so utilizing Microsoft Copilot, I generated this dolphin to be more realistic, applying some shading and image manipulations.
The final design iteration for the social media add campaign. The client's last request was to add some scarring to the statue, showing the dolphin abused and hurt. Utilizing Photoshop's generative fill, I selected parts of the dolphin to add some scarring before I added a rough, metallic texture to the trophy to give it a worn look.