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 tucks their kid in at night and breathes a sigh of relief, I wanted them briefly thinking about the very air they’re all breathing.
We built this teddy bear, nicknamed Project Airhug, and created spots about him in addition to a media tour.
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Role Creative Director
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For 3M Filtrete
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Type Tech innovation. Traditional and online media.
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