Sometimes your favorite idea never makes it to print. To that end, this Los Angeles billboard campaign is my magnum opus. Playing on the trendy snake-oil, cure-alls of the time (which we had a lot of fun selecting), we wanted to highlight that the only way to fix your teeth is Candid. Throwing in a dash of confusion. I thought, if people don’t know what Candid is, what’s a surefire way to make them Google it?

I should mention that one of these billboards did go up. Due to its clever location, outside of the CAA offices, we posted “Your agent can’t fix this.” And several notable people Tweeted photos of that billboard, so I’ll count that as a success.