This campaign was intended to bring an air of whimsy and nostalgia to a parity product, or a mundane product we often take for granted. I chose to feature salt, an element that supports foundational, culinary, and creative pursuits in all aspects of life.

I’ve always had a strangely personal relationship with the Morton Salt girl. When I was growing up, my mother worked at a tattoo parlor; young me was enthralled with the idea of art on skin and insisted I needed a “tattoo” as well. With a book full of flash designs to choose from, I was drawn to the whimsy and fun of the Morton Salt girl. I can still remember the excitement of seeing a simple ink stencil of the girl with the umbrella on my skin, standing in for tattoos I would seek out in the future.

For this reason, I saw no better time than to bring Miss Morton back to life; only this time, I chose to portray her enjoying the rain she once sought shelter from.