M&C Saatchi Abel & Egg Films

Travelstart Black Friday

with Source Food


The project

I was responsible for developing 4 type pieces by researching
and applying the correct ingredients and dishes to each country.

I created photo mockups of the type and layout, researched each ingredient
and eliminated all elements not suitable for dogs.

We created some weird and interesting concoctions
such as gelatin-coconut soup and jelly-baked-beans
and then I cut out and crafted each letter by hand.

The application process was quite a physical effort,
as the ads were shot from underneath a glass surface
to capture the reaction of the puppies from underneath.


I applied the food onto the elevated glass surface,
the type reading the wrong way around, all the way having to ensure we don’t lean on the glass and that it is kept clean at all times.