CLIENT: Fresh Step
AGENCY: FCB
ROLE: ACD

Adopt-a-Stray" was a groundbreaking in-game adoption event that transformed the highly acclaimed game of the year, Stray, into a powerful catalyst for real-time cat adoptions on Twitch. Recognizing the heartbreaking reality that 40% of adult cats in shelters remain unadopted, we devised an innovative strategy to leverage the massive popularity of gaming and the existing affinity between gamers and feline companions. Research revealed that a remarkable 47% of gaming live-streamers were proud cat owners, with an additional 46% contemplating adoption.

This insight led us to the gaming realm as the perfect avenue for Fresh Step to extend its reach beyond the traditional litter box. In the immersive world of Stray, players embark on an extraordinary adventure through the eyes of a cat. However, until now, they could only assume the role of a ginger Tabby. Recognizing a unique opportunity, we conceived a visionary initiative to introduce adoptable cats into the game. Through a powerful collaboration with Best Friends Animal Society, we seamlessly integrated real, lovable cats awaiting adoption into Stray. Animal-loving streamers had the incredible opportunity to play as these endearing feline characters, captivating audiences worldwide through livestreamed adoption events on Twitch. This groundbreaking campaign aimed to raise widespread awareness about the plight of homeless pets while fostering deep connections between players and these often overlooked, but profoundly deserving, cats.

Cannes Lions

​​​​​​​1 Bronze in Entertainment Cannes Lion for Gaming
3 Shortlists in Entertainment Lions For Gaming
2 Shortlists in Digital Craft
1 Shortlist in Brand Experience & Activation
1 Shortlist in Social & Influencer

New York Festivals

1 Gold in PURPOSE: PUBLIC SERVICE
1 Gold in COLLABORATIONS & PARTNERSHIPS: BEST USE
1 Silver in DESIGN: BRAND DESIGN
1 Silver in BRANDED CONTENT/ENTERTAINMENT: BEST USE
1 Shortlist in DIGITAL/MOBILE: BEST USE
1 Shortlist in BRANDED CONTENT/ENTERTAINMENT: PRODUCT & SERVICES

CLIENT: Feeding America
AGENCY: leo burnett
ROLE: Senior ART DIRECTor

37 million Americans, including more than 11 million children don’t have enough to eat. For many people, hunger in America is invisible. They don’t know what it looks like or feels like. The truth is, hunger can be hard to recognize because it affects people from all walks of life in every community across the country – our neighbors, children’s classmates, even coworkers could be struggling to get enough to eat.

Using real stories, data from the USDA, and artificial intelligence, new PSAs from Feeding America and the Ad Council introduce a lifelike data-driven portrait of domestic hunger. By revealing these stories, the face of hunger challenges public perception of who struggles with hunger in the United States.

The Feeding America network of 200 local food banks is the largest domestic hunger-relief organization. Their mission is to feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger. To learn more visit http://www.IamHungerinAmerica.org.

Hunger looks more familiar than you think

• 40 million Americans struggle with hunger.

• Most of the people Feeding America serves come from households with at least one working adult.

• Children are more likely to face hunger than any other population in the U.S. More than 12 million children face hunger in America.

• 78% of the counties with the highest hunger rates are in rural America.

A lifelike representation of hunger

Created with AI from thousands of photos and demographic data of people struggling with hunger.

First, Feeding America worked with their network of food banks to gather thousands of photos of Americans struggling with hunger to help create my face. Then using 2018 USDA demographic data of Americans facing hunger, including gender, age and ethnicity, we matched real photos to those demographics to help shape my face.Finally, the 1,000 photos were used by Artificial Intelligence to construct an image that resulted in me, a lifelike portrait that represents what hunger looks like in America.