Humanizing a Global Brand
First introduced in 2002, Roomba was initially seen as a luxury toy but eventually became a cultural phenomenon, starting a new category and ushering robots into our homes. Over time, competitive pressures prompted iRobot to reestablish its leadership and increase brand awareness. During my nearly decade-long collaboration, iRobot experienced 3X revenue growth and a 4X stock price increase, eventually leading to a buyout offer from Amazon. As strategist and creative lead, I focused on crafting iRobot’s brand and product stories across various touch points, including global TV campaigns, product launch videos, social content, event and PR videos. The sizzle video below highlights the shift from a product-minded, engineering-driven company to a successful people-centered brand.
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Strategist / Creative Director / Art Director / Writer / Commercial Filmmaker
Purpose as Differentiator
As part of a broader effort to differentiate iRobot from its lower-priced, generic competitors, we launched an anthemic brand campaign grounded in the company’s new brand positioning and strategy. The “So You Can” campaign became the most compelling expression of iRobot’s core purpose: empowering people to live their best lives. Just one year after its debut, Amazon announced its intention to acquire iRobot.
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Strategist / Creative Director / Art Director / Writer / Commercial Filmmaker
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. What better way to show Roomba's new capabilities than by showing a rambunctious girl putting her Roomba to the test.
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Strategist / Creative Director / Art Director / Writer / Commercial Filmmaker
Multi-tasking Made Easier
iRobot's vision for the home of the future is based on a mobile 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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Strategist / Creative Director / Art Director / Writer / Commercial Filmmaker
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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Strategist / Creative Director / Art Director / Writer / Commercial Filmmaker
The Next Generation of Clean
In an ambitious effort to showcase their innovative thinking, iRobot launched a completely redesigned flagship Roomba alongside a brand new mopping robot called Braava. Both were packed with iRobot’s latest technologies, including full mobile app integration. These launch videos were designed to create excitement around the products and reinforce iRobot’s category leadership.
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Strategist / Creative Director / Art Director / Writer / Commercial Filmmaker