Fussy Turns Devilish Disgust Into Spooky Test of Sustainable Deodorant

Sustainable deodorant brand Fussy has launched a Halloween campaign that flips market research on its head. Instead of testing their product with eco-conscious consumers, they gathered a focus group of literal devils.

London-based creative production agency Another produced the spot, bringing to life a concept from director Ali Dickinson and strategist Chris Baker. The film reimagines the traditional focus group format with a panel of horned, tail-sporting devils sampling Fussy's refillable deodorant in a market research facility.

As the devils test the product, their reactions become proof points for why humans would love it. 'It's not tested on animals? Disgusting,' sneers one devil, horns gleaming under harsh office lighting. Another grimaces at the luxury spa scent. A third recoils at the fact that it's refillable and compostable. Each expression of demonic disgust reinforces what conscious consumers value.

Behind the scenes, the production required careful choreography. Ali, who also served as creative on the project, worked with Another's production manager Danny Prescott to execute the concept within tight parameters. With each devil needing three hours in prosthetic makeup, the team captured everything in a single day with a lean crew of ten.

"It was a real collaboration," said Danny. "Everyone took on several roles on the day. We really had to work together to make it happen, and I think the end result is a testament to that."

The script provided key beats, but much of the devils' dialogue was ad-libbed. "It was a laugh a minute," Danny recalled. "Every take was different. Every one of the devils brought their own thing to the characters, so no one got bored. It was fun from start to finish."

Another brought in the production expertise in a talent-dense lean team. Chris, known for his work with change brands like Wild, Tony's Chocolonely, and his own sustainable brand Serious Tissues, developed the strategic concept. Ali Dickinson, previously of Saatchi & Saatchi, both wrote and directed the spot.

"We're living through this decade of disruption in every category," said Chris. "Together with Another, we were able to add strategic thinking that pushes the work a little bit further."

Dropping on October 31st, Fussy is all set to bring its A-game for Halloween. The campaign hits all the sustainability credentials, refillable, compostable, effective, better for skin and planet, but delivers them unconventionally. When devils hate your deodorant, you're clearly doing something right.