Making the invisible visible


As part of the process of pitching and winning business with 3M, I was asked to “make the invisible visible” – show how indoor air quality can be 2-5x worse than outdoor air.

So I focused on how we could give this visual some meaning. Some emotion. So when parents tucked their kid in at night and breathed a sigh of relief, I wanted them briefly thinking about the air they’re breathing, and their kids are breathing.

We built this teddy bear, nicknamed Project Airhug, and created spots about him in addition to a media tour.


Creative Director


3M Filtrete


Tech innovation. Traditional and online media.