Humane World for Animals

Faux Out of Home Campaign launch Blue spearheaded the creative strategy and concept development of the striking “faux out-of-home” campaign designed as part of the Humane World for Animals’ February 14, 2025 rebrand. Working alongside Groove Jones—who handled production and CGI execution—we created an immersive digital campaign that blended reality and visual storytelling to amplify the new name and mission.

Our concept centered on a CGI tiger’s paw physically breaking through an ordinary billboard featuring only the date “2.14.25.” The dramatic reveal of “Humane World for Animals” emerged from the torn poster, visually symbolizing the organization’s transformative shift and renewed global purpose. The CGI integration was meticulously crafted to feel tactile and believable, amplified by custom sound effects and an emotional sonic change from tension to triumph. A version accompanied by Sia’s heartfelt rendition of “Solsbury Hill” further underscored the campaign’s emotional tone

The campaign launched across major social platforms on February 14, 2025, simultaneously with the official rebrand announcement on PR Newswire.

The team used several different techniques to research and test the claw and tearing effect. Here are examples of other materials for the mural, as well as different claw elements to teach the material. We recorded these tests to experiment with what the animation should look like.