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Reach: Proctor&Gamble

Flossing? Gross!

McCann and I joined forces to launch this excellent new tool. The idea was to combine authentic testimonials with the product itself. We designed the spot so the flosser would feel integrated with the talent. It needed to feel breezy and young to veer from typical clinical dental care adverts.

Notable side bar: Mariska Hargitay's hubby, Peter Hermann, was cast and had to sit around for 3 days while we decided if he was too tall. And, sadly, this 6'' something hunk was, indeed, too tall to floss. We shot on green screen at Ceco, my favorite New York stage.

I supervised the VFX and designed the backgrounds with a team of super talented mograph artists.
Wanna see how awesome it will look in your space?
AMAZING.

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