Director Keith Schofield, who we saw working with canines for Volkswagen's Super Bowl push, "The Bark Side," has moved onto felines for his newest project, a music video via JWT for Litter Genie.
The "Psychedelic" video takes you on a catnip-fueled journey to the 1960s, performed by Walter and the Wizards, off their newest album, Litter Trippin'. The brand will debut a second music video later this month and a third in January.
The effort includes a microsite, "Pic of the Litter," on the Cheezburger network, which will post all the videos, and also will ask cat-lovers to upload photos of their cats dressed in the outfits inspired by the films. There's also a spot, created out of Grey, that features a cat having a conversation with the disposal system.