I did this project back in 2010. It was an assignment for the Young Creatives Raw School. Make an ad for Go Smile. My work got cited for insight.
"A bright smile takes the fear away".
This insight, I shared it with my then partner/copwriter/creative director Jerry Hizon. It took us different routes for the art direction.
First, for compre (and for the assignment) I used stock images. (Poor photoshop skills, yeah, I know).
Thinking about shooting it, we thought we might have a hard time creating a life-size werewolf. So, I had to try a different approach. I illustrated the ads. I only finished one layout (Wolf) but I'm sharing the unfinished Reaper layout I did.
Realized the art direction might be weak, we tried to push the art direction further.
I like playing with clay so I translated the characters in 3d.
Shot in Ruben Hamamiga Dela Cruz' studio, it was so hard to transport the figures! The wolf was about 13in in height and was very heavy.
It took me about 3 hours to set up all of the characters and the room before we finally starting taking photos.
For final artwork, we removed the wolf's and the children's stand, fixed the lighting and focused on the wolf's teeth.
Here are the details: