Broan nutone - condensation creatures - 2024 - conceptual art director - WW - Photography: Justin smith - cg: peter godshall
A print campaign for Broan-NuTone's ventilation products that turns invisible air problems (steam, cooking odors, pet smells) into ghostly creatures the fan carries away.
Broan nutone - smells fishy - 2024 - conceptual art director - WW- concept revised 2026 using adobe firefly + photoshop
The Challenge
Ventilation is a hard sell: nobody thinks about the air until something's wrong, and fans and range hoods look alike. Broan-NuTone needed its humidity-sensing bath fans, range hoods and whole-home ventilation to stand out with both homeowners and contractors.
Broan nutone - dog odor - 2024 - conceptual art director - WW - concept revised 2026 using adobe firefly + photoshop
The Idea
Make the invisible visible. Every home's air problems have a personality: bath steam, last night's seafood boil, the dog. I turned each one into a ghostly creature rising from its source (jellyfish from the steam, fish and crawfish from the boil, a wolf pack from a sleeping golden retriever) and let the fan do what it does best: carry them away. No headline needed; the picture tells the story.
The Execution
Condensation Creatures (produced and ran): After weeks of planning, we cast two talent and shot them practically on white in an inflatable tub. Justin Smith photographed; Peter Godshaw built everything else in CG: the bathroom, the tub and the condensation creatures. It ran in 2024 in consumer magazines and trade publications, with a motion version for digital.
When the budget shifted: The client approved all three concepts, but budgets changed before the kitchen and pet ads could be produced. To finish the campaign, I completed them myself: I generated each scene and each creature separately in Adobe Firefly, then composited, lit and retouched them by hand in Photoshop to match the produced ad. About 3 hours per ad
