Tide, Uniforms

THE ASK Honor the people behind the uniforms — and deepen Tide's relevance with a CPG audience by connecting the product to something that genuinely matters.

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 — not actors — and let their relationships to their uniforms do the storytelling. Launched across broadcast TV, web films, YouTube, social, retail, and consumer experiences, with brand partnerships woven throughout. 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.