Hugh Kretschmer created a campaign for JWT/NY client Kimberly-Clark’s GoodNites brand which recently launched in national pubs. The images, aimed at bringing the magic back into bedtime for older-aged bed-wetters and their parents, utilize Kretschmer’s unique, bird’s-eye-view in-camera technique and a plethora of handmade props he helped design to create dreamlike scenes where the kid is the hero.

Advertising Agency: JWT, New York, USA
Creative Director: Richie Glickman
Art Director: David Suarez
Copywriter: Danny Gonzalez
Art Buyer: Sara Clark
Sets/props: Clint Zoccoli