-Creative Director

After its massively successful holiday campaign, Newell came back asking my team to develop an idea for its spring outdoors campaign. That same night I caught a raccoon in our garbage. It had a piece of my son’s old shirts on its head. I thought, “Well that’s disgusting…but maybe there’s something here.” We presented the idea of a bunch of animals spending time together outside (and with 89% less garbage!).

The client loved the idea. All was going well until we heard the dreaded news. The client had no budget for a custom photo shoot. After a mild panic attack, I thought, “You know what, that raccoon in the trash didn’t have budget either.” This did nothing to help us out, but it did give me time to think whether or not we could do all of this in Photoshop and make it look good in a very short amount of time. I’m happy to say that the outcome was far from trashy.