Our Weight Watchers national print campaign was a completely new direction for our client both visually and conceptually. The juxtaposition of craveable food photography with oversized, flavorful backgrounds showed consumers that, yes, they could make wise food decisions without compromising flavor. We used a technique that, as far as we know, had never been executed before. All of our food was pre-packaged product, styled and shot against printed flavor backgrounds that were photographed separately, and created a fun play on two and three-dimensional space. Our licensees loved the look so much that it gave us the opportunity to shoot more ads for Schreiber as well as concepting and shooting new photography for Lala’s Weight Watchers yogurt packaging.