There are a lot of potential pet owners but some of them need a little bit of inspiration to adopt. Photographer Amol Jadhav and art director Pranav Bhide have created a powerful campaign for World For All Animal Care And Adoptions in Mumbai to spread awareness about their adoption event, and – most importantly – it was effective!

Using clever lighting and framing techniques, the creative duo made a series of optical illusion portraits that contain two images in one. The artists arranged their portrait subjects to create an animal shape in the negative space between them. Everything came together when they turned on a super bright backlight and placed gentle fill light in the front, perfect for the tagline “There’s always room for more. Adopt.”

People heard Amol’s and Pranav’s message – compared to last year, the attendance of the event boosted by 150%, and this lead to 42 adoptions.

More info: Behance | worldforall.co | amoljadhav.com (h/t: petapixel, dodo)