Kevin Thomson
EXECUTIVE CREATIVE DIRECTOR
FRESH STEP
When Fresh Step announced Clean Paws it was like catnip for cat owners. People went bonkers. So to launch this legendary litter that keeps floors, homes and paws clean - we hoisted a sheet of plexiglass 20ft into the air and photographed cats from underneath, of course. Photographer: Jill Greenberg
Cats on glass gallery
To extend the campaign and invite people to see this litter, and our cats, in action we created the Cats on Glass Gallery in NYC. But this was more than just a fun opportunity to pet cats. This was an adoption event where people were encouraged to give our cats a forever home. Plus, for every picture posted from the event, Fresh Step donated a box of litter to the Humane Society.
A BRAND NEW BRAND BOOK
To kick off the Fresh Step rebrand we created a fun and unique brand book to guide the look, feel and tone moving forward. And yes, you can pet it.
