Behind Bars

My Role

Concept & Illustrator

Year

2026

Tools Used

Behind Bars

My Role

Concept & Illustrator

Year

2026

Tools Used

A conceptual graphic design project aimed at shifting the narrative from entertainment to ethics. The campaign visually demonstrates the direct link between consumer choices and animal captivity by transforming the admission ticket into a literal cage.

A conceptual graphic design project aimed at shifting the narrative from entertainment to ethics. The campaign visually demonstrates the direct link between consumer choices and animal captivity by transforming the admission ticket into a literal cage.

Challange

Zoo marketing is great at making us feel like we're helping. It’s all about conservation and fun, but it completely ignores the actual cage. I had to find a way to make people look at a jaguar and see their own admission ticket as the thing holding it back, without being too preachy or losing the visual impact.

Solution

I made the ticket the cage. In the illustrations, the vibrant jaguar physically turns into a grey-scale version of itself the moment it "enters" the ticket area, where it's trapped behind bars. Whether it’s on a bus wrap or a poster, the message hits the same: "Real Freedom Has No Cages." It’s a direct visual slap that links the purchase to the captivity.

Challange

Zoo marketing is great at making us feel like we're helping. It’s all about conservation and fun, but it completely ignores the actual cage. I had to find a way to make people look at a jaguar and see their own admission ticket as the thing holding it back, without being too preachy or losing the visual impact.

Solution

I made the ticket the cage. In the illustrations, the vibrant jaguar physically turns into a grey-scale version of itself the moment it "enters" the ticket area, where it's trapped behind bars. Whether it’s on a bus wrap or a poster, the message hits the same: "Real Freedom Has No Cages." It’s a direct visual slap that links the purchase to the captivity.