Can we talk dirty?

Getting to it

As creative lead, I developed the overarching concept, shaping the copy, visual identity, and video direction to feel sharp and cohesive. Operating with no photography budget meant leaning into existing assets and using provocative copy to do the heavy lifting. Throughout the project, we continuously reflected on the core aim: to test a new approach in a small sample area. Our role was to challenge standard norms, rewrite the recycling narrative and start a different kind of conversation.

Creative Direction

Rather than talk about a particular type of food contaminant, we honed in on those visceral, messy words that people associate with leftovers. This is what drove the creative direction. In static assets, we used close up shots of the most common contaminants, and took it even further in the video. Photography was treated with a halftone B&W effect to highlight textures, bring consistency and allow the copy to become the focal point.

And then what?

To have actual impact, we went multi-channel across digital and physical touchpoints. The campaign video ran at the Ritzy Cinema alongside a targeted social ad strategy, while local billboards and direct-to-door flyers met residents out in the wild. This dual approach of online and IRL placement built deep campaign recall and ensured the message actually landed.

Getting to it

As creative lead, I developed the overarching concept, shaping the copy, visual identity, and video direction to feel sharp and cohesive. Operating with no photography budget meant leaning into existing assets and using provocative copy to do the heavy lifting. Throughout the project, we continuously reflected on the core aim: to test a new approach in a small sample area. Our role was to challenge standard norms, rewrite the recycling narrative and start a different kind of conversation.

Creative Direction

Rather than talk about a particular type of food contaminant, we honed in on those visceral, messy words that people associate with leftovers. This is what drove the creative direction. In static assets, we used close up shots of the most common contaminants, and took it even further in the video. Photography was treated with a halftone B&W effect to highlight textures, bring consistency and allow the copy to become the focal point.

And then what?

To have actual impact, we went multi-channel across digital and physical touchpoints. The campaign video ran at the Ritzy Cinema alongside a targeted social ad strategy, while local billboards and direct-to-door flyers met residents out in the wild. This dual approach of online and IRL placement built deep campaign recall and ensured the message actually landed.