Student brief: create an event campaign to improve an organization's image.
PETA is notorious for its insensitive and often offensive campaigns, and Reel Empathy is an event designed to shift its public perception. The conference consists in a series of talks and panels, all focused on the use of CGI in the film industry, specifically to create digital versions of animals so as not to use live animals on set. Instead of focusing on blaming and shaming, Reel Empathy allows PETA to show it is a forward-looking organization that supports innovations in favor of animal rights. The event relies on its impressive content, rather than shock value, to garner the public’s attention.
The neon colors bring out the technological aspect of the conference in a friendly way, while the semi-transparent, overlapping graphic elements are a fun, inviting interpretation of CGI dots.