The Brooklyn-based creative production company The New Cruelty was recently commissioned by Dasani to put together a promotion for the water bottle giant.

The original aim was simply to provide supplemental promotional photography to accompany the Dasani Water 'Animals' TV spot, as directed by the celebrated director Wes Anderson. However, the photographs turned out so well that it was decided that they should be used on the Dasani website, in its PR and digital marketing.

Looking through the shoots, it's not hard to see why. The first reaction that comes to mind when looking at the human-animal hybrids is one of shock. This is not a bad reaction, as it is a sign of piqued curiosity -- a welcome reception for most public relations and advertising campaigns.