"Rewards" Pet food advertising campaign

A campaign built through a hybrid approach combining photography, CGI, and hyper-real retouching, centered around the idea of reward.

Each piece portrays everyday situations enhanced with surreal elements — oversized floating bones acting like puppets — guiding the dogs’ behavior. The art direction uses minimal environments with soft, controlled lighting to create a clean visual language that highlights the concept.

Technically, the backgrounds are constructed using a mix of photography and CGI, allowing precise control over perspective, lighting, and textures. The dogs are a blend of photography and hyper-real illustrative treatment, where retouching enhances expression, fur detail, and character to push them into a more conceptual space.

The result is a visually engaging campaign with strong post-production, seamlessly merging real and artificial elements to communicate the relationship between reward and behavior.

Region/Campaign: Chile – MasterDog