How do you make an ad without showing the product?
Well, that was the twist of this brief. To create an ad campaign for a shoe brand and not being able to include the product itself. I decided to work on a campaign for NAE Vegan Shoes. It opened up space for a more meaningful narrative, so I flew to Germany, turned my lens toward cows and told a more emotional story about what ethical fashion is really about. Through editing and storytelling, I highlighted the importance of keeping cows “in the picture”; not in the product. This was one of the most personal and meaningful projects I’ve worked on. Since I couldn’t focus on the product, I chose to center the campaign around cows because animals are too often erased from fashion imagery and reduced to mere resources.
When taking the…
…photographs myself, I was aiming to capture their gentleness and presence. Using Lightroom and Photoshop, I edited the images with selective color techniques: vibrant cows stand in contrast to black-and-white backgrounds that symbolize the outdated mindsets of animal exploitation. The framing represents the positive change consumers can embrace by choosing ethical alternatives.
By keeping…
…the cow in the picture, both literally and metaphorically, the campaign challenges old perceptions and calls for fashion that respects life. It’s a reminder that meaningful design starts with empathy and that storytelling can spark awareness and action.
Also, I just love cows
I mean just look at them…GORGEOUS!
Here you can see the original pictures that were taken by me in Germany in March 2025.