Oxiclean

Role: Collaborative concept development and visual execution
Team: Yula, Sichy, and me
Focus: Campaign strategy · Art direction · Cross-channel concepts

The Challenge

The project explored how OxiClean’s whitening proposition could generate a campaign beyond conventional stain-removal imagery.

The central challenge was to connect a functional product message with a broader cultural idea while handling the potential interpretations of that connection carefully.

My Role & Strategic Response

Working with Yula and Sichy, I contributed to the concept and visual executions across proposed outdoor, retail, print, and digital applications.

Our strategic response explored the distinction between what a cleaning product changes and the individuality people retain. The campaign used that contrast as the basis for its messaging and visual direction.

Design Resolution

We developed concise copy and contrasting imagery across transportation billboards, retail inserts, print layouts, digital advertising, and a website concept.

Each application adapted the campaign idea to a different viewing context while maintaining a shared tone and graphic approach.

Outcome

The work presents a coordinated campaign concept across multiple formats. Further development would require audience evaluation of the message, particularly where humor, identity, and product language intersect.