When the brief for this job came in, Fancy Feast was one of the most expensive cat food brands in Singapore.

Like good creatives, my AD and I knew that if this was what we had to sell, this was what we had to taste.

We holed ourselves up in the creative room, with delicate spoonfuls of the Salmon Feast in Gravy set out on a table. It was on.

In all honesty, it smelled like canned tuna, and it tasted like canned tuna. The brand's luxurious slant just needed a time boost to 2005. We shattered that glass gobblet into a million little pieces and embraced the home gourmet trend that was sweeping the world. Working with a pet food specialist, we added cat-friendly ingredients to each entree, and gave the photography a 'Martha Stewart' touch to update the overall visual appeal.