Kaleidoscope

Kaleidoscope is a campaign against trophy hunting, the killing of wild and endangered animals for fun. Every image in it looks beautiful at a glance, but each one is made from a photograph of a hunter showing off a kill.

The idea came from a similarity between how a kaleidoscope builds an image and what trophy hunting does. Both take a living subject, break it apart, and repeat it until its nature is dulled into decoration.

Banners

Each banner is a single trophy photograph, split and mirrored until the animal and the hunter dissolve into pattern.

How It Works

The campaign runs as banner advertising. When someone searches for words like fur rug, ivory, trophy hunting, foie gras, or kopi luwak, the search is recorded and triggers the campaign. Later, while they browse another site, an attractive banner appears and tempts them to click.

When they do, the pattern splits and rotates back into the photograph it was made from, with one line underneath: It is not beautiful at all. Neither is the trophy hunting.

From Photograph to Pattern

The same process applied to other cases. The photograph on the left is the source of the patterns beside it.