Squirrel Effect investigates mass social media, the suggestibility of public opinion and the connection between human and animal societies. I was inspired by posts of squirrels trading a leaf for a treat, which made me think about the human–animal divide. In my body of work I represent a squirrel’s desire to integrate into human society, learning to be almost as smart as humans themselves. Meanwhile, its ‘owner’ becomes famous online, but fame comes with unexpected troubles: deliberate vilification through edits, spreading rumours, unauthorised filming, scientists’ attention. Until the squirrel disappears and is later found acting just like any ordinary squirrel.