EXAGGERATE THE ODOR
A tiger, polar bear, skunk, deer, or lion makes the invisible problem immediately visible and gives every execution a comic surprise.
ADVERTISING / INTEGRATED CAMPAIGN / EXPERIENCE / MOTION
FEBREZE / UNTAMED
A pet-odor campaign with a wild-animal sticker you peel back to reveal the household pet underneath.READ THE STORY ↓
DISCIPLINEADVERTISING / INTEGRATED CAMPAIGN / EXPERIENCE / MOTION
ROLECONCEPT + ART DIRECTION + COPY + EXPERIENCE DESIGN
PROJECT TYPESPECULATIVE INTEGRATED CAMPAIGN
PATHWILD ODOR → PEEL → PET REVEALED → PRODUCT PROOF
WHERE I STARTED
The smell is bigger than the pet.
The starting observation was simple: a small animal can make a room smell surprisingly wild. I turned that exaggeration into a physical reveal. A wild-animal layer sits over the familiar pet, and you peel it back. The product needs to make sense at the end of that action.
THE CHOICE
“When the odor turns your pet into a wild animal, peel back the wild and reveal the pet you know.”
WORKING THROUGH IT
Keep the reveal easy to understand.
MAKE THE AD PHYSICAL
Lift the sticker to reveal the household pet. The physical action lets the reader finish the joke.
KEEP THE PET AS THE PUNCHLINE
Under every exaggerated animal is the familiar household pet, plus the product that restores the room to normal.
DESIGN ONE REPEATABLE BEHAVIOR
The reveal needs to work in each format. Print uses a lift-tab. A swipe or press carries the same action onto a screen.
THE VISUAL LANGUAGE
One page. Two identities.
A die-cut wild-animal layer sits directly over a household pet in one physical advertisement. The reader lifts a corner and peels away the exaggerated smell to find the familiar animal and Febreze underneath. Each image shows that tactile interaction in context.
APPLICATION
The peel escapes the page.
The peel starts in print, then moves into outdoor and retail placements, with digital versions of the same action. Transit shelters keep the physical lift-tab. On responsive screens, a hand gesture peels the layer away. Retail displays invite a product trial, and AR brings the reveal into the pet owner's home.
STORYBOARD TO MOTION
Participation makes the story move.
Animation preserves the six-beat structure: wild animal enters, mischief escalates, the line lands, the household pet replaces it, Febreze appears, and the odor is tamed. Live activations make that same reveal personal. Visitors peel back an animal portrait, uncover their own pet, capture the moment, and leave with a shareable print and product trial.
01 / 06THE WILD ANIMAL ENTERSMISCHIEF BEGINS
02 / 06THE ANIMAL MOVESTHE LINE IS REVEALED
03 / 06THE HEADLINE LANDSMISCHIEF AND MAYHEM
04 / 06THE PET ARRIVESTHE SCALE SHIFTS
05 / 06THE FAMILIAR PET WINSLOYAL AND LOVING
06 / 06THE PRODUCT RESOLVESTAME THE ODOR
WILD ODOR→PET REVEALED
STORYBOARD / ANIMATEDBIG CAT → LITTLE CAT
WILD ODOR→PET REVEALED
STORYBOARD / ANIMATEDHUGE AND FLUFFY → SMALL AND PUFFY
FILM + CTV
Six- and fifteen-second spots use new wild-animal and pet pairings in different rooms, each tied to an odor occasion.
SOCIAL MOTION
Press-and-hold stories, swipe reveals, polls, and fast reels let the audience trigger the transformation.
DYNAMIC OOH
Motion panels shed the wild layer when a passerby approaches or swipes. Moving through the frame also triggers it.
LIVE PORTRAITS
Pop-ups and dog-park studios turn a visitor’s own pet into the reveal and a take-home print.
PARTNER NETWORK
Pet stores, groomers, shelters, and apartment buildings become trusted places to discover and try the idea.
EVERGREEN SERIES
Different pets and rooms give the reveal more situations to work with. The audience still knows what to do: peel back the animal.
WHERE THE CONCEPT STANDS
One action carries the campaign.
The print idea leads into the storyboard and proposed interactive placements. Each uses the same reveal, so the connection stays clear as the format changes. The campaign is an independent concept rather than a commissioned Febreze release.