Adshels and press for Purina One New Zealand. Photography was shot in collaboration with Fraser Clements. Sporting celebrity endorsement has been used for many years for the Purina One 30-Day Challenge. However, little connection had been drawn between the celebrities’ health and fitness and their pets’ wellbeing. This campaign was designed to make that connection through the vitality depicted and various visual cues. All images were shot at dawn or dusk – the magic hour when owners most interact with their animals.