For their 2017 campaign, Rowse wanted people to use their honey on porridge more. BMB’s idea was to create an online cooking show based on the Three Bears, famous for their love of porridge. This modern retelling of the story however had the bears as three big, beardy gay men - bears being a slang term for big, strong gay men with beards. The campaign was a huge hit amongst the gay community and in general, and helped to portray an under-represented subculture. My role was in helping to develop the modern-storybook art direction and taking design lead across the four films, digital, social and the outdoor print campaign.