Hurdles, props and pups: Fabrizio Morra takes us behind the scenes of Ninjaplast’s dazzling campaign

“I like to think their whole thing is about taking everyday products and making them extraordinary,” Creative Director Fabrizio Morra tells us, describing Swedish household product company Ninjaplast. “No one else in the market is really doing that,” he adds, pointing out that many competitors are stuck in the past, selling forgettable, outdated products. “I believe that even for something as basic as a dog waste bag or aluminium foil, people still value good design and a brand with character.” A former client from his time as an art director and designer at Snask, Morra reached out to Ninjaplast with some creative ideas to help take their brand to the next level. Luckily, the timing was perfect – they were rebranding and launching new products, so were keen to collaborate. While this particular campaign, under the creative direction of Morra, required a specific focus on a new dog waste bag, the brief was fairly open, which gave him the creative freedom to express Ninjaplast’s personality in new ways. “Not having strict guidelines can be a bit intimidating,” he says, seeing it as a chance to experiment and push boundaries, “ultimately helping the brand to stand out and hit their goals.” When planning the set design, it would have been easy to opt for a garden or dog park, but Morra was intrigued by the agility dog world – a high-paced and frenetic sport which demands speed, skill, and a near-synchronised relationship with the pup. “People spend so much time training their dogs to jump, run, zigzag, and pull off all sorts of crazy moves. Visually, it’s almost surreal, and that uniqueness takes the whole aesthetic to another level.”