SPCA

Working with the Richmond SPCA with Yebo, I designed and animated a motion-graphics awareness spot addressing the growing problem of puppy mills and the deceptive online storefronts that enable them. The animated PSA juxtaposes the convenience of modern online shopping with the grim reality behind high-volume puppy breeding, using bold typography, restrained visuals, and impactful pacing to build emotional and ethical urgency.

To support the campaign further, I edited a testimonial-style video featuring a couple proudly describing their online puppy purchase experience. The editorial approach intentionally contrasts their optimistic dialogue with on-screen text that fact-checks each claim—revealing the disconnect between consumer perception and the abusive practices behind many online breeders. The structure creates a slow, unsettling realization designed to challenge assumptions and inspire more informed adoption decisions.

Across both pieces, I handled editorial, motion design, dynamic typography, animation, and finishing. The campaign’s goal was to raise awareness, elevate the voices advocating for humane adoption, and encourage viewers to support ethical practices through the Richmond SPCA.