The Work That Made Me: Caitlin Ewing
Caitlin Ewing joined Badger Agency in September 2023 and currently works on world-class clients such as Olay, Target, Clairol and Wella.
She’s known to break the mould with category-busting work in beauty, fashion, consumer health, prepared foods, luxury chocolate, and healthcare.
Caitlin believes successful campaigns always tap into what people need, a problem they have, and that human challenge is always best solved through creativity.
After tours in magazines, in-house at The Limited, and freelance for retail launches like Ann Taylor Loft and Discovery Stores, she did a stint at McCann on L'Oréal before arriving at Grey where she rose through ranks to become ECD. Among her clients, she counts Fortune 100 businesses as well as luxury brands. Bringing her distinctive creative leadership to Pantene, T.J. Maxx, Pandora Jewellery, Pfizer, GSK, UPMC, Walgreens, AAPR, Nestlé, and Lindt, to name a few in her storied 30-year career
The ad/music video from my childhood that stays with me…
Caitlin> Can I say all of pop culture stays with me? The Band-Aid and Oscar Meyer jingles of my childhood, Faberge’s 'and she told two friends,' Brooke telling me nothing comes between her and her Calvin's, early-MTV everything, heck, even 'The Clapper' - I feel like ads and music have always lived rent-free in my head.
The ad/music video/game/web platform that made me want to get into the industry…
Caitlin> My journey has been one unexpected adventure after another. Magazines to fashion to beauty to general market to consumer health and back to beauty. I love seeing what’s around the next corner.
The creative work that I keep revisiting…
Caitlin> The film 'Across the Universe' from Julie Taymor is on my list. And I always love an interesting slant on a subject, like Mark Kurlansky’s 'Salt: A World History.' Both remind me that it’s not just the story you tell, but how you tell it that captures the imagination.
My first professional project…
Caitlin> I was a fashion and beauty assistant at a magazine. Calling in clothes from showrooms, logging them, watching the editors, and then one day, Cinderella got to go to the cover shoot! I loved every second of it - the drama, the music, the talent - all focused on capturing a single moment in time.
The piece of work that made me so angry that I vowed to never make anything like *that*…
Caitlin> Pretty much any Go Daddy spot from a few years ago. The objectification of women was so off-the-charts disgusting and degrading.
The piece of work that still makes me jealous…
Caitlin> So much makes me jealous! That’s why I love this work. I’m a total sucker for great images, a killer line, and seeing something in a new way. But to pick one piece, I love 'SickKids VS: Undeniable' from the Canadian SickKids Foundation.
The creative project that changed my career…
Caitlin> People have changed my career more than projects. So, I’d say taking a job at Grey under a brilliant creative director who later became my partner, inspiration, and best friend for decades. Together, we travelled the world, laughed endlessly, and created beautiful work of which I’ll always be proud.
Pantene - New Hair, New You
Advil - PM Dance
UPMC Health Network - Uncommon
Pantene - 'Tangled' Disney Partnership
The work that I’m proudest of…
Caitlin> On the 13th anniversary of 9/11, I was privileged to do work for 'My Good Deed,' a public service organisation born from the losses of that day and dedicated to putting more good into the world. My partner and I decided to honour and spread their message by creating 'Born on 9/11' which followed one young girl and interviewed many born that day. https://vimeo.com/manage/videos/152374887
I was involved in this and it makes me cringe…
Caitlin> Hmmm. I’m not really ashamed of any of the work I’ve done, even the more 'industrial strength' stuff, because it’s all part of the process. But I did work in-house at a fashion brand during a few of its notoriously toxic years. So, I had a front seat to some bad behaviour - and was unaware how truly bad it really was.
The recent project I was involved in that excited me the most…
Caitlin> My newest chapter is with Badger Agency and it’s the most exciting yet! It’s truly thrilling to work with kick-ass women (and, of course, kick-ass men), doing things the way we believe they should be done. And I can’t wait to see what comes next.
