Create a print campaign that highlights a series of endangered animals, as well as some of the main threats to each’s existence, in the form of a reflection in their eyes. We as humans often have the luxury of not paying attention when we find something uncomfortable. We are so used to hearing about bad news that it’s practically static now; we have evolved to tune it out. So what’s the solution? A new perspective.

In this campaign we see an Asian elephant looking down the barrel of a rifle at the hands of a poacher, a Bengal tiger that has been illegally caged and living behind bars at a zoo, and a sea turtle desperately searching for freedom in an ocean of plastic. It’s time we look through the eyes of those who do not have this luxury and gain a reality check in the form of a reflection. It may be subtle, but isn’t the whole point to pay closer attention? If we do, we may even see ourselves looking back.

A campaign for the World Wildlife Foundation that forces us to stop turning a blind eye and start looking through a fresh pair.