[ Creative Direction // Design // Copywriting ]
An attempt to move the client in an edgier direction. As creatives, we are responsible for helping our clients understand that we serve them best when we're able to give them what they need... but not necessarily what they want. TGLee Dairy is notorious for keeping their messaging about how their opaque bottle makes the product the "freshest" on grocery shelves. This series was a play on that concept. Although it was not ultimately used, it did open the clients eyes to future projects that deviated from the ads of moms, kids and cows laughing about how "fresh" TGLee products are.