One Goddess to Rule Them All
The long-running Whirlpool goddess campaign helped put the brand on the map in Europe. In an effort to create global brand synergy, Whirlpool decided to bring the campaign to North America with a few adjustments. We transformed the goddess into a muse who would inspire Whirlpool’s innovative appliances. The campaign helped give the brand much-needed differentiation and awareness in a very low involvement category. When we conceived the campaign, never did we think the production would take us to places like Patagonia, New Zealand and Easter Island.
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Creative Director / Art Director
Airing Out the Dirty Laundry
For most of us, doing housework is a necessary evil. We do it because we care, not because we want to. Yet, for decades, the appliance industry never addressed this truth. Instead, they promised effortless ease and convenience. We proposed a paradigm shift by listening and speaking to our audience with honesty and empathy. It resulted in a campaign that was unexpectedly fresh and a breakthrough for the category.
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Creative Director / Art Director / Writer / Designer / Strategist
