"When it rains it pours." This is a phrase often used when describing a series of unfortunate events. On the contrary, Morton Salt created this as their slogan in a very optimistic tone. The quote was the literal depiction of the innovative nature of the product. As the first salt brand to add magnesium carbonate (an anti-caking agent), it created a table salt that flowed freely, even in humid or rainy weather.
The idea to be The Morton Salt Girl for Halloween stemmed from a recent shoot I did where I spontaneously reached for the popular salt on set to use as a prop (See blog for photos below). This lit up the creative light bulb to become the modern version of the iconic cartoon.
Having already bought rain boots for El Nino this winter and a yellow trench coat conveniently hanging in my closet, it was an accessible and innovative idea. I added the bow to reflect the vintage version of the character from the 19030's logo. It was the perfect excuse to finally buy that clear bubble umbrella I had been wanting all season!
#artistic #classic #casual #vintage #iconic #pop #cartoon #retro #umbrella #rain #yellow #trench #coat #advertising #lifestyle #losangeles