A luna moth (Actias luna), Lincoln Children's Zoo, Nebraska. [Photo by Joel Sartore/National Geographic Photo Ark]

The Photo Ark founder and National Geographic photographer spent years taking evocative photographs of endangered species for National Geographic before he set out to create the project.

He places individual animals, or small groups, in front of stark white or black backgrounds, mimicking a classic studio shoot. "I want people to care, to fall in love, and to take action," he says.