Antonio Milo - Director - Elanco

The idea

The flea category defaults to smiling vets and clip art cartoons. Working with MBC on their pitch to Elanco, we proposed reframing the parasite as a character: a slouched, big eyed, bristle backed freeloader who moves into the home, hogs the sofa, and refuses to leave. Captain Itch became the spine of a campaign universe built to extend from a 20 second TVC into social cutdowns, key visuals, and beyond.

Designing Cap Itch

We pitched two visual routes, and the hyper stylised direction won because it let us push caricature without tipping into uncanny. Anatomically plausible enough to feel wrong in a living room, cartoon enough to carry comic timing.

The family and the world

Against that chaotic creature, the rest of the world had to feel warm and domestic. Flo and Marti were designed in a stylised realism register. Biscuit became the emotional anchor, carrying the comedy of the film as a warm, believable house cat.

The Confrontation

The climax builds to a clean kick from Biscuit that sends Captain Itch recoiling toward the door, followed by the moment the parasite loses his grip on the household and vanishes. Physical comedy built on silhouette, weight, and timing.