Making water filtration fun.

My role: Creative director. I led the winning pitch and the development of “Arthur Tweedie, Water Critic,” guiding the creative team and production.

Most people don’t find water filtration particularly exciting. Arthur does. We built the campaign around a character whose total devotion to the subject makes him both funny and oddly endearing.

The visual idea: Make the work feel like something Arthur would shoot himself. Webcam-style framing, static cameras, familiar on-screen callouts and understated production borrowed from the language of YouTube.

Those choices gave Arthur a consistent world across his online content and television advertising. The craft was in keeping the character believable, the performances restrained and the filmmaking simple enough to let the idea do the work.