75% of Americans are chronically dehydrated… and they know it.

‘Pee On This Ad’ came to me upon thinking about traditional print perfume advertisements. I remember ripping out Chanel Chance perfumed paper from my mom’s fashion magazines and rubbing them on my skin, a tactile experience that stayed with me long after the scent had faded.

I made it my mission to resurrect the beauty of the physical interaction we have with an advertisement.

I’m still waiting to see ‘Pee On This Ad’ in Vogue.

We personified a feeling. Dehydration became something you can physically see and interact with.