Steve: This promotional image from a major producer of plug-in air fresheners was never used in their new "gritty" and "demographically targeted" campaign due to the fact that the product isn’t visible in the shot.

First-time campaign director/photographer, Louis Thatch, remarks, “I was very focused on including as many tangible sources of odor as possible, so I didn’t always get the unit in-frame. I asked if we could add it in post [production] but at the end of the day the whole thing was a re-shoot and all I got out of these was a mysterious infection.”