Tide Uniforms - Integrated Campaign

THE ASK Demonstrate Tide’s position as the hardest‑working detergent by creating an emotional anthem that honors the hardest‑working clothes of all, uniforms, and the people who wear them.

MY ROLE Associate Creative Director — overseeing the project from concept through production.

THE WORK A multi-platform campaign rooted in real people, real jobs, and real stories. We found and cast actual heroes, reviewing 500+ casting videos to cast everyday people, and captured personal stories and rituals that reveal the bond between people and their workwear. Produced the launch :60 spot plus social films, retail assets, partnership content and consumer experiences; created a campaign timeline and social edits to extend the story beyond broadcast. A campaign with genuine emotional range that worked as hard at retail as it did on television.

THE OUTCOME A full-funnel CPG campaign delivered across TV, web films, YouTube, social, retail, and experiential, running across multiple phases captured in a campaign timeline that tracked its life from launch through longtail.