Alma en Foco: More Than a Title, a Statement of Intent
This campaign was born with the purpose of looking beyond the surface of dogs up for adoption. The name unites two key concepts:
- “Alma” (Soul): because every dog has a story, a look, an emotion to share. They’re not numbers in a shelter; they’re beings with feelings, pasts, and hopes.
- “Foco” (Focus): symbolizing the lens that stops to notice details. Not only the visible ones—size, color, age—but what truly matters: their personality, gestures, fears, and capacity to love.
*Fictional campaign created with artificial intelligence.
Services
Client
Year
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Objective
Alma en Foco is a visual and emotional campaign designed to reveal the true essence of forgotten dogs, showing them in an intimate, real, and deeply human way.
Every portrait, every frame, every gaze is crafted to connect.
To say: “See me. I exist. I deserve a chance too.”
Target
People emotionally open to adoption, mainly:
Young adults (25–45): socially conscious, digital activists, decision-makers aware of animal abandonment.
Urban families: seeking responsible adoption, especially in cities where shelters are overcrowded.
Volunteers & pet lovers: active animal welfare community on social media, sharing, caring, and promoting adoption.
Undecided adopters: those who visit shelters or websites but haven’t yet taken the step.
Insight
“The cutest one is always chosen. But the ones who need love the most are the ones no one looks at.”
People often adopt based on first visual impressions.
Young, small, or “cute” dogs get picked because they catch the eye.
Larger, older, or abandoned dogs remain invisible—not because they lack value, but because they haven’t been shown in the right light.
Value Proposition
Alma en Foco changes how we see dogs waiting for adoption.
It doesn’t sell an image; it reveals a story.
It doesn’t show just an animal; it shows a gaze, an emotion, a soul.
Through intimate portraits, heartfelt videos, and immersive visual experiences, the campaign connects people with the least-adopted dogs—humanizing, dignifying, and making the invisible visible.
Because when you see with your heart, you adopt with awareness.
Helpguau Campaign
Alma en Foco
Alma en Foco is a powerful, emotionally charged, and visually innovative adoption campaign that aims to shift social perception of “less adoptable” dogs.
Through professional portraits, micro-videos, immersive visuals (like visual grids, 360° photos, black-and-white vs. color portraits), and urban activations, the campaign brings each dog’s soul and personality to the forefront.
Instead of simply showing “dogs for adoption,” it presents them for what they truly are: living beings with history, emotions, dignity, and a deep desire to be loved.
Campaign Goals
Give real, emotional visibility to shelter dogs that are usually overlooked: adults, large breeds, non-popular breeds, scarred or sad-looking dogs.
Promote conscious and empathetic adoption—not for looks or trends, but for genuine connection.
Spark public conversation about visual discrimination in animal adoption.
Create high-impact visual content that raises awareness, builds connection, and goes viral on social and media platforms.
Impact
Change public perception: from choosing “the cutest” to adopting with empathy.
Significantly increase adoptions of traditionally overlooked dogs.
Strengthen the image of shelters as modern, creative, and compassionate spaces.
Engage the community (influencers, photographers, families) as emotional allies.
Create a soulful visual archive: a legacy of stories that last even after adoption.
Metrics
Professionally photographed dogs: +500 in 3 months
Increase in long-stay dog adoptions: +50%
Main campaign video (“Alma en Foco”) views: +800,000
Instagram/TikTok engagement: +40% compared to previous campaigns
How It Works
The campaign unfolds through a 3‑phase strategy combining professional photography, emotional experiences, urban activations, and digital outreach. The goal: put the soul of the dogs in the public spotlight and increase adoptions of those who are often ignored.
How will we do it?
Phase 1: Visual Production & Soulful Portraits
Location: partner shelters, parks, or mobile studios
Actions:
Set up a mobile photo studio (tent or adapted van) with lighting, neutral background, and professional camera.
Capture close-up portraits focusing on eyes and real expressions.
Classify the images:
“Visually desirable” dogs → in vibrant color
“Invisible” dogs (large, elderly, injured) → in emotional black & white
Record 30‑second emotional mini-clips showing daily gestures: playing, looking, resting, being petted.
Each dog will have:
An emotional profile
A powerful photo
A short, authentic video
A phrase capturing their soul (e.g., “No one chooses me, but I still know how to love.”)
Phase 2: Emotional Activations & Urban Events
Location: urban centers, adoption fairs, parks, or malls
Actions:
Install the Studio Alma Tour: a traveling studio where people can meet dogs, take photos, or see their portraits.
Set up a visual mural exhibition with portraits (color grid vs. black and white).
Organize events such as:
“Canine Speed Dating”
Mindful walks with dogs
Mini portrait sessions with adopters
Include activities with invited influencers and photographers.
Phase 3: Social & Community Outreach
Channels: Instagram, TikTok, YouTube Shorts, shelter website
Actions:
Launch the main campaign video (visual grid, color flashes, direct gazes).
Create a 360° interactive gallery on the shelter’s website.
Post weekly dog profiles under the series #AlmaEnFoco.
“Don’t choose the prettiest. Look at the one who needs you the most.”
