Sometimes you get subject matter that is difficult, nasty, and unappealing to work with. This was certainly the case when Bayer came to us looking to use their leadership position to educate consumers about the nightmare that fleas can be for pets and their owners. We tackled the assignment head-on, approaching it like Ridley Scott with a new “Aliens” movie. Pairing high-end CGI with beautifully shot live footage, we brought consumers face to face with the horrific world of fleas and their nasty ways. Our work on Advantage II led to an opportunity to put together concepts for the European launch of Seresto, a groundbreaking eight-month flea and tick collar that continues to define and redefine the category.