The Drano Family

I consider this project, shot back in 2007, as a lasting example of really great creative collaboration. Todd Durston, a Creative Director at Draft FCB in Chicago, had an idea to produce a conceptual ad that had no copy on it at all, just a photo and a logo. The entire ad had to work without any explanation at all.

And that's how the idea of the "Drano Family" was born.
 Todd and I wanted to make the photograph of this family with tons of hair look as authentic as possible, typical of family portraits taken in malls across America.

The casting was a challenge because we didn’t want professional models, so we put an open casting on Craigslist looking for people with lots of their hair. We were thrilled when we managed to find a single family (Mom, Dad, two daughters and a nephew) who were more than happy to do the shoot, and who all had the prerequiste amount of hair.

Once we had landed our key talent, I set about pulling the rest of the shoot together. The styling brief was “80’s and ugly;” the mottled blue background was purchased from a company who supplied to main street portrait studios; the photo frame was chosen on the grounds that everyone hated it; and the hair styling brief was "go big or go home." As for make-up, I just wanted to make sure it clashed with everything.

This entire production was just an excuse to see whether a funny picture could carry an entire ad on its own. The answer is it can.

Creative Direction: Todd Durston
Photography, retouching and production: James Bareham
Hair & Make-up: Spring Super
The Drano Family
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James Bareham

The Drano Family

A photo shoot to realize a brilliant concept for an ad for one of the countries best known brands - and all shot in the worst possible taste? Com Read More
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2.5k
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Published:

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