Humanizing a Global Brand
When iRobot first introduced Roomba in 2002, little did they know what a cultural phenomenon it would become. The little robot that was seen as a luxury toy launched an entire category and ushered home robots into our global reality. Since then, the competition has grown fierce and iRobot needed to reestablish its leadership role. They wanted a global campaign that reflected who they were as a company. We developed a brand positioning that prioritizes humanity over technology. In doing so, iRobot realized its true purpose as a company that empowers people to live their best lives.
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Creative Director / Art Director / Writer / Strategist / Commercial Director
Throwing Down with Roomba
iRobot had developed its biggest breakthrough since the inception of Roomba. The Clean Base system would take the idea of an autonomous robot vacuum to the next level. Now, Roomba could not only navigate your home on its own but it would also empty its own bin after vacuuming. We decided to tell this story by showing a girl challenging her Roomba to a throwdown.
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Creative Director / Art Director / Writer / Strategist / Commercial Director
Multi-Taskuuming Made Easier
iRobot's vision for the home of the future is based on a central app that can control all your robots and act as a personal cleaning assistant. It was also key to their home mapping technology allowing you to clean only certain parts of your home.
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Creative Director / Art Director / Writer / Strategist / Commercial Director
Welcome to the Braavalution
Braava was designed to do for mopping what Roomba had done for vacuuming. They needed a bold claim that could live up to their vision and get audiences excited about the ultimate benefits.
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Creative Director / Art Director / Writer / Strategist / Commercial Director