PETA
Featured PETA projects
This week's top PETA projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
PETA · Sharpen Your Sword, Go Vegan
The PETA campaign 'Sharpen Your Sword, Go Vegan' features an athletic-focused public awareness project. Captured within an indoor gymnasium, the film utilizes natural light to emphasize the movement of two fencers in a live-action sparring sequence. Developed with creative direction from Jari Lähdevuori and production by Max Cooper, the work relies on a cinematic approach to frame its message within the non-profit sector.
PETA · Peta Turns to the Language of Emojis to Expose Cruelty
PETA explores animal welfare through an animated short that utilizes a sequence of digital icons to convey its message. Developed by BPG Agency, the project moves away from traditional documentary footage, opting for a clean vector-style presentation on a textured white background. The animation relies on a series of symbolic emoji icons to illustrate links between fashion, beauty, and animal testing. The project features sound design by Finger Music London and post-production work by Cut+Run US.
PETA · Hit Harder, Go Vegan
PETA explores the intersection of nutrition and athletic performance in its 'Hit Harder, Go Vegan' campaign. The project centers on a martial arts demonstration, highlighting the physical discipline of practitioners training within a traditional dojo setting. Featuring a live-action technique and a documentary-style approach, the footage focuses on the mechanics of strength and endurance. Creative direction was led by Jari Lähdevuori, with production handled by Max Cooper.
PETA · Load Your Gun, Go Vegan
This PETA campaign, titled 'Load Your Gun, Go Vegan,' presents a narrative advertisement that subverts the tropes of a traditional Western film. Set within a dusty, arid town square, the project employs live-action techniques to build tension between two figures dressed in period-accurate cowboy attire. The film leans into a cinematic aesthetic, utilizing close-up shots and high-contrast action sequences to stage a confrontation that ultimately pivots to a focus on plant-based consumption. The production was led by agency creative Jari Lähdevuori with production support from Max Cooper.
PETA · Sing Along With the Animals at Red River Farm
PETA partners with agency BBH London for the project Sing Along With the Animals at Red River Farm. This musical campaign centers on a live-action performance within a stylized barn set, utilizing warm lighting to create a welcoming atmosphere. The video features a character interaction alongside a sheep puppet, blending lifestyle elements with an artistic, playful aesthetic. Designed in a vertical format, the production highlights the engaging, song-driven narrative as a key component of the charitable outreach.
PETA · Happy Christmassacre | Jumpers
PETA's 'Happy Christmassacre' campaign serves as a public awareness initiative that highlights animal welfare during the holiday season. The project features a series of stop-motion animated vignettes that utilize handcrafted, knitted animal characters, including cows, turkeys, and pigs, to convey its message. Developed by Grey London, the production emphasizes tactile storytelling through meticulous yarn craftsmanship. The work employs a low-key / chiaroscuro lighting style to create moody, dark sequences that contrast with the intricate, artistic nature of the stop-motion animation. B&A Reps provided the animation expertise for the campaign.
PETA · Happy Christmassacre
PETA’s 'Happy Christmassacre' campaign navigates the traditional holiday dinner with a narrative-driven film. The piece centres on a family gathering, capturing the atmosphere of a festive meal through a documentary lens. Developed by agency Grey London and production house O Positive, the project utilizes cinematic, live-action techniques to build its domestic scene. The work prioritizes a clean aesthetic, leveraging warm interior lighting to ground the interpersonal dynamics within the production.
PETA · PETA Uses Emoticons to Fight Fashion's Cruelty to Animals
PETA’s latest animation project targets animal cruelty within the fashion industry through a unique approach to visual storytelling. Developed by BPG Agency, the work replaces traditional narrative with a sequence of emoticons, charting a transition from common fashion accessories like dresses and high heels to the raw materials and testing processes that define the campaign’s subject matter. Executed with a clean, minimalist aesthetic, the film relies on a textured white background to provide contrast for the unfolding iconography. The project includes sound and music by Finger Music London, with post-production and VFX handled by Cut+Run US. This vertical-format piece strips back complex production elements to focus on symbolic communication through an artistic lens.
PETA · Don't Take My Cheese
PETA explores domestic perspectives in the commercial video production, Don't Take My Cheese. Set within a well-lit residential kitchen, the project leans into a dramatic, naturalistic narrative focused on individual interactions with dairy products. The execution utilizes live-action technique to maintain a clean, warm aesthetic. Produced by Sweet Rickey, the project features post-production work by EDITBAR.
PETA · Don't Take My Cheese Away
PETA explores domestic tension and personal attachment in this narrative-driven commercial, 'Don't Take My Cheese Away.' Produced by Sweet Rickey, the project centers on an older woman within a kitchen setting, capturing character interactions through a live-action technique. The film leans into an intimate atmosphere, utilizing natural lighting and domestic interior settings to frame the narrative. The cinematography alternates between close-up shots of food preparation and the emotive responses of the family members involved in the scene.
PETA · My First Lab Animal
PETA’s My First Lab Animal campaign arrives as a commercial video production focused on public awareness. Produced by Golden LA, the film uses a satirical lens to contrast domestic play with the realities of animal testing. The piece is set in a suburban living room, utilizing vibrant colors and natural daylight to establish a warm, familiar atmosphere. Through live-action technique, the narrative follows a child unboxing a science-themed toy kit, highlighting the visual juxtaposition between casual domestic activity and scientific experimentation.
PETA · 'Hermès Birkin' DIY Tutorial
PETA explores a DIY instructional format for this project, positioning an accessible crafting workshop within a domestic studio setting. The video focuses on the construction of a bag, utilizing a clean, live-action technique to guide the audience through the assembly process. The production leans into a playful aesthetic, framed within a workshop environment organized with tools and supplies. With creative direction by the community, the piece utilizes a vertical orientation tailored for lifestyle-focused digital consumption.
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