You People

I co-wrote and art directed this campaign from the first storyboards through post-production.

This spot became the anchor for a bigger awareness campaign. We used the strong reputation of their flagship product, Diaper Genie, to help grow the pet side of the business. To keep the brand feeling premium, we ditched the usual category clichés and went for a clean, high-end visual style instead.

The idea was built around Winston, a high-brow cat with a Frasier Crane vibe. His internal monologue carried the whole story. That meant the writing had to be smart, subtle, and funny, yet still elevated.