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. Rather than depicting multiple goddess figures, each representing an elemental power of Nature, we transformed the idea into a single muse who would inspire Whirlpool’s innovations. The campaign helped give the brand much-needed differentiation and awareness in a category most people never think about until something breaks. 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 / Designer
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. This approach was part of Whirlpool's new brand strategy and resulted in a campaign that was unexpectedly fresh and breakthrough for the category.
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Strategist / Creative Director / Art Director / Designer
