The goal of the art director was to capture the most natural poses for each cat, each requiring a unique pose and facial expression. To achieve this, I used select and alternate photographs as references, and then retouched the fur, legs, and joints to make them look as realistic as possible. After outlining the anatomy, individual hairs were painted to give the cats a more lifelike appearance. By using cloning and liquifying tools, the I was able to adjust the pupils and facial expressions of each cat. Some of the backgrounds were created in a 3D program and then composited into each image. 

The series earned First Place in PDN's 2006 Digital Imaging Contest Collaborative Division, while the advertising campaign won a Silver Effie Worldwide Award.

Fresh Step, a company specializing in cat litter, faced stiff competition from other brands. To differentiate themselves, Fresh Step added carbon to improve odor control, a common improvement among litter products. The challenge was to convince skeptical cat owners that Fresh Step with carbon was more effective at eliminating odor than any other litter. The solution was to demonstrate that even cats couldn't smell their litter box when using Fresh Step. This was achieved through an advertising campaign called "The Lost Litter Box," which emphasized the effectiveness of Fresh Step's odor-eliminating carbon. The campaign was a huge success, more than doubling the objectives and resulting in a 29% increase in Fresh Step sales and an 18% increase in category share within six months.

The Fresh Step campaign was created by a team at DDB San Francisco, including Lisa Bennett as Chief Creative Officer, Perry Portugal as Creative Director, Kelly Colchin as Art Director, and Brett Landry as Copywriter, among others. Tribal DDB San Francisco also contributed to the campaign, with Dorian Sweet as Executive Creative Director, Haena Kang and Jennifer Ormerod as Art Directors, and Lisa Goodfriend and Robyn Hoke as Copywriters, among others. The Clorox Company's VP of Marketing, Jon Balousek, led the Fresh Step team, with Mira Kim as Marketing Director and Tracey Lessin as Marketing Manager.