DIY Network is a television channel that offers how-to programming for home improvement projects of all kinds. It is admittedly the more male focused counterpart to their sister channel HGTV, which are both owned by the Scripps Network. For lots of homeowners there’s both trepidation and a little latent confidence when it comes to doing diy projects around the house. It was very important that the characters created for this campaign be both scary and a bit goofy with the intention of reaching the underlying psychological duality of the target and communicate a balance of both fear and conquest. It was also just an excuse to dig around in someone else’s trash to sculpt these wacky mofos.