One of my favorite things to do is create something amazing from an otherwise useless image. Good quality stock photos avoid using products with logos, and most retailers are far behind the times on providing decent product photography. That's where I get to make magic happen by fusing the two problems into a solution. I grab the highest resolution photo of the product that I can and utilize all the features Photoshop has to offer. The end result is always believable, even when carefully scrutinized.

SAFER Systems has software that allows you to track a chemical release in the air using real-time weather data. It prevents countless lives from being lost in neighboring communities. SAFER's sales team wanted an emotional message to get this idea planted into their customer's heads. I began creating a bunch of sketch ideas for this campaign, and ended up narrowing it down to 12 options. This was the popular choice. The demographic of EHS Managers suggested that most of them would have kids or even grandchildren. I figured showing children under distress would get them more motivated to pay attention to what SAFER had to say.