Young woman sitting on a rug in a bathroom, surrounded by colorful toilet paper rolls with words like 'help,' 'save,' 'the,' 'planet,' 'with,' 'your,' 'bum,' and 'gum' on them, reading a book with a fluffy yellow stick. Toilet with a blue cover on it, bubble effects, a box labeled 'Poetry,' and a red cherry-shaped object with a green straw are also visible.

The Poetry Edition

In house:
Design Lead and Art Direction: Lily Fulop
Creative Director: Vanessa Witter
Copywriter: Katie Bravo
Contributing Artists: Sarah Dewlin, Gretchen Schwartz, Lori Goldman, Samantha Wang, and Vanessa Morrish

Photoshoot:
Creative Production Studio: Breakfast for Dinner
Photography and Styling: Alex Wallbaum and Evan Sheehan
Producers: Jonathon Spagat and Morgan Yi
Set Fabrication: Angela Finney and Josh Zeuske
Hair and Makeup: Enez Beauty
Wardrobe Stylist: @an.ika

Who Gives A Crap

2024

Who Gives a Crap is a sustainable toilet paper subscription brand that features yearly themed limited editions. The toilet paper is plastic free, so it comes in paper wrappers which are perfect for customizing with fun art that can be displayed in your bathroom! This limited edition was inspired by magnetic fridge poetry. The goal was to create packaging that felt highly expressive and creative, to inspire customers to play with the rolls to create poetry!

I designed the packaging using abstract patterns that had a textured touch for an authentic feel. For the patterns, I asked our internal team to contribute mark making explorations using analogue tools, seeking inspiration from emotions and songs. Then, I digitized their work into unique repeat patterns that would feel human and expressive. I utilized a bright color palette to match the playful and fun nature of the words on the rolls.

The campaign highlighted the funny, weird, and sometimes profound phrases and poems that you can create using the rolls. The supporting photography featured imaginative sets and playful styling to visualize the creativity of the edition. Read more about the production of the shoot below!

Colorful display of toilet paper rolls with words on each, and large text that says 'Express yourself in the bathroom'. The rolls have words like 'toilet', 'your', 'spicy', 'magic', 'is'. A box in the background has text 'Poetry who gives a crap Edition'. Green text at the bottom says 'Go ahead, drop a verse with the Poetry Edition. Think of it as magnetic poetry in toilet paper form.'
Smartphone screen displays a creative word game with a sky and cloud background, colorful objects on shelves, and instructions to word up.
A roll of white toilet paper and a yellow sponge with green scribbles and the word 'play' on it, set against a colorful, abstract, torn-paper background in blue and pink.
A colorful advertisement for humorous toilet paper with messages. The image shows five rolls of toilet paper with various colors and patterns, each with a funny label: 'love', 'my', 'cheeky', 'bum', and a plain white roll. There is green text that says, 'Toilet paper that sends a message' and a green button that says, 'Shop now.' The background is light blue with bubbles.
A graphic with orange and pink splashes background promoting the end of a poetry edition. Includes images of two rolls of toilet paper, one plain white and one green with white polka dots, the latter with a label that says '$*%!'.
A smartphone displaying a colorful illustration with stacked patterned blocks, toys, and text captions about emotions and descriptions.
A smartphone screen displays a humorous image of a toilet paper roll with googly eyes, a hand with a sock as a sleeve is holding the toilet paper, against a blue tiled wall. Letters are arranged as a question: 'Why are you still scrolling when you could be rolling?'. A pink button labeled 'Last chance' is at the bottom.

Photography

Art Direction

I developed three unique personas and bathroom worlds to show how the rolls can spark imagination in many forms! We wanted to convey that this toilet paper is fun for kids and adults alike, and while there is a limited number of words to play with, the possibilities will feel endless!


The aim of these mood boards was to inspire our set designers and stylist without being prescriptive or derivative, which is why I included a lot of non-literal references to create a certain “vibe.” The approach was all about creativity—using our own creativity, and producing images that would embody the creativity you’ll feel when you’re making poems with this toilet paper.

“Squeaky Bubbles”

A collage of various colorful and playful images including children and adults engaged in activities such as blowing bubbles, reading, painting, and playing with toys, with backgrounds featuring clouds, blue skies, and vibrant patterns.
A woman in a blue beret and overalls unpacks rolls of colorful toilet paper with humorous labels from a large orange box in a bathroom decorated with clouds and cartoonish elements.

The hero persona for the shoot was the “playful poet” in a bathroom inspired by the rolls featuring the words “squeaky” and “bubbles”

“Fuzzy Unicorn”

A collage of vibrant, colorful images featuring people, toys, and home decor with a pink and pastel theme, including women in fun outfits, unicorns, puppies, plush toys, and whimsical decorations.
An elderly woman dressed in vibrant pink and leopard print clothing, with pink curlers in her hair and oversized tortoiseshell glasses, holding a box labeled 'unicorns' and another labeled 'fuzzy.' She is in a colorful, whimsical room with pink walls and eclectic decorative items.

This persona was inspired by the words “fuzzy” and “unicorn.” She loves the finer things in life… and carpeted bathrooms.

“Banana Robots”

A collage of children playing with various toys and engaging in different activities, including plush toys, toy dinosaurs, puzzles, coloring, and role-playing games, set in colorful environments such as playrooms and bathrooms.
A boy with curly hair sitting on colorful blocks, holding a banana toy in one hand and a container labeled 'banana' in the other. Toys and dinosaurs are visible on shelves in the background, with a yellow and green wall behind him.

The final persona was a kid who loves “bananas,” “robots,” and playing funny games. He’s most likely to use the rolls to play a prank.

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