The Drano 'Hairy Family.'
The brief from Todd Durston - VP, Associate Creative Director at FCB Chicago - was to help visualize a new idea for one of his biggest clients, Drano.
The concept was brilliantly simple: The Hairy Family. No tag line (in-fact, no copy at all), just a framed family picture hanging on the wall with the Drano logo subtly placed underneath. Todd wanted the final photograph to look completely authentic - typical of so many family portraits taken in malls across America.
The casting was a challenge because we didn’t want typical models. Using Craigslist, we found a genuine ‘Hairy Family’: Mum, Dad, two daughters and a their nephew - they were perfect.
Once we had our characters, we set about planning the shoot. The styling brief was “80’s and ugly”; the background was purchased from a genuine supplier of Main Street portrait studios; the frame was chosen on the grounds that everyone hated it. As for hair styling, the brief was “big, and lot’s of it”. The make-up just had to clash with everything.
After shooting the family portraits, we handled all of the post-production and retouching, adding the final elements of the frame and wallpaper to complete the final ad that was presented to the agency's account team.
Creative Direction: Todd Durston
Photographer: James Bareham
Hair & Make-up: Spring Super
Retouching: The New Cruelty