Participating in proposing the idea concept and design for the Illegal Wildlife Demand Reduction key visual campaign, we created these artworks inspired by the contrary of two equivalent lives.

Human fingernail is the same as ivory, rhino horn, and pangolin scales made of Keratin. Catching this fact, we came up with an idea about a giant index finger pushing down on a wild animal, which has larger stature than humans in reality to spread the meaning of the submersion and quelling.

We chose the monochrome for the main elements combined with primary contrastive colors background; and chaotic, big-scale handwriting slogan to stand out key visual more impressive and obsessive.