Will you be able to watch until the end?
Sign up to Creative Bloq's daily newsletter, which brings you the latest news and inspiration from the worlds of art, design and technology. Receive email from us on behalf of our trusted partners or sponsorsWe see people caged, restrained and immobilised under harsh spotlights.
They're subjected to sensory deprivation, gassed; showered with chemicals, injected with viruses and put under the knife. But the disturbing video below isn't a trailer for a new Saw movie. It's the boldest and most challenging advert yet from the animal rights organisation PETA (also see our roundup ofPETA's new campaign End Animal Abuse aims to help viewers grasp what happens behind closed laboratory doors.
Instead of relying on graphic depictions of animals, the 60-second film aims to create a direct emotional connection between viewer and animals subjected to testing by confronting audiences with human suffering instead. It closes with a shot of a trembling woman on a metal gurney as a blanket is draped over her shoulders, before the text appears: “Relax, these are professional actors. But in reality, animals get treated like this every day”.
With stark monochromatic imagery and infrared imaging techniques set to Gabriel Fauré’s Requiem in D Minor, the aim was to create an aesthetic that blends elements of arthouse cinema and experimental documentary. The ad also aims to co-opt the visual language of fashion, with headgear that blurs the line between Maison Margiela-esque haute couture and instruments of torture. The result is disorientating and unsettling to watch.
Sign up to Creative Bloq's daily newsletter, which brings you the latest news and inspiration from the worlds of art, design and technology. Receive email from us on behalf of our trusted partners or sponsors Favio Vinson, Director at Papaya said:"We engaged in making this campaign for the challenge of tackling an important issue through a fresh approach. We committed to a very simple concept that would make the viewer directly relate to animals through heightened visual means.
This way, the viewer wouldn’t be able to look away, despite the implied horror of the subject.
" Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives.
There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.
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