Tide is the leader detergent in the category, that said, the insight was that in almost every american household they clean with tide making every single person with clean clothes a tide ad. the best way to bring the insight to life was to trick the audience that every time you saw clean clothes, it's got to be Tide right?

Role: Sr. Art Director
I was part of the core team that came 
up with the concept and helped bring the idea to life in broadcast and social media.

Worked very closely with the media partners to bring the social media strategy to life, as 
well as leading with 2 other creatives in the war room the night of the super bowl.

Our Social Media Strategy. Every month we showcase the best talent from a specific country.

Some of the love we got:

”Quick conversations that will last a lifetime.”
Mentee, Lauren Ferreira, ACD at Droga5

”Mentor-at-Home offers a safe space to talk about my individual
experience as a black creative in advertising.”
Mentee, Joshua Browne, Sr. Creative at FCB

”Mentors get so much from the relationship with a Mentee,
it’s a joy and a privilege to be a part of their process and journey.”
Mentor, Madonna Badger CCO AT Badger & Winters

“Best one hour I spent during Covid. It gave me hope for tomorrow. “
Mentor, Ann Mukherjee, CEO of North America at Pernod Ricard

”Inspiration and understanding resets your perspective”
Mentee, Allie Steel, Sr. Copywriter

”Once-in-a-lifetime, one-on-one Zoom dates with
advertising legends. Just WOW.”
Mentee, Rachel Chew, Creative At BLKJ