DOWNY FREE & GENTLE
Agency: Saatchi & Saatchi NY
Client: Downy
Product: Downy Free & Gentle
Role: Concepting + Production +
Art Direction
Over the last decade, fabric softener sales have been slowly declining. Yet, during that time, the advertising has remained virtually the same: piles of fluffy towels, stacks of cuddly sweaters, and lots of stuffed bears. While these ads emphasize how soft they make fabrics, they never address what those fabrics are soft against—your skin.
Skin irritation is a significant problem, with over 70% of people suffering from sensitivity. Every year, Americans spend over 18 billion dollars trying to treat it.
So, instead of focusing on how soft we make fabrics, Downy decided to flip the entire category on its head and address how a problem often blamed on the skin might actually be caused by the laundry.
But we didn’t want to do this with CGI or physical models, we wanted to prove it. So we used newly developed probe lenses, laser guided microscopes, custom build camera rigs and zoomed in—and then zoomed in even closer—to show exactly why they need Downy Free & Gentle.
Skin irritation is a significant problem, with over 70% of people suffering from sensitivity. Every year, Americans spend over 18 billion dollars trying to treat it.
So, instead of focusing on how soft we make fabrics, Downy decided to flip the entire category on its head and address how a problem often blamed on the skin might actually be caused by the laundry.
But we didn’t want to do this with CGI or physical models, we wanted to prove it. So we used newly developed probe lenses, laser guided microscopes, custom build camera rigs and zoomed in—and then zoomed in even closer—to show exactly why they need Downy Free & Gentle.
We began by using a laser-guided microscope to identify the roughest everyday fabrics.
We spent three days attempting to make everyday fabrics look as cinematic as possible at an extraordinary level of zoom, all without resorting to CGI.
No CGI, no physical models, and three days of camera tests led to scenes that promise to leave the viewer feeling itchy.
WNBA 25TH ANNIVERSARY
Agency: Saatchi & Saatchi
Client: WNBA | 25th Anniversary
Role: Creative Direction + Art Direction + Designer
Designed in collaboration with Caroline Chas and Victor Roman.
To celebrate its 25th anniversary, the WNBA set out to honor the standout players who’ve shaped the league since 1997.
We created 25 custom jackets—each one uniquely designed with personalized patches—as a tribute to the athletes behind the league’s legacy.
We created 25 custom jackets—each one uniquely designed with personalized patches—as a tribute to the athletes behind the league’s legacy.
The patches represented their accomplishments, personal stories, hobbies, and identities both on and off the court. The color palette was chosen from their teams and logos.
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The inside of every jacket featured hand-stitched names of the players along with their accomplishments.
The inside of every jacket featured hand-stitched names of the players along with their accomplishments.
The jacket's lining included a pattern of the WNBA's logo
and their "Count it" brand platform.
The #W25 were honored at Game 1 of the Finals, were each member received a custom W25 varsity jacket.
To conclude the campaign, WNBA invited the public to vote for the 'Greatest WNBA Player of All Time,' a.k.a the 'GOAT.' As a tribute to this exceptional player, we designed and produced a unique trophy to honor Diana Taurasi.
We hoped to get some jackets for ourselves – although it never happened.
Meanwhile, others began to ask about them online as well.
CLOROX - BLEACH DOES THAT
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Agency: FCB San Francisco
Client: Clorox | Bleach
Role: Art Direction, Production, Designer.
Before bleach saw a surge in demand in 2020, it was seen as the “nuclear option” of household cleaners—intimidating, outdated, and avoided by younger generations. They didn’t know when to use it, how to use it, or why they should. So we set out to change that.
Our goals were clear: find fresh, relevant ways for Millennials and Gen Z to use bleach in everyday life, and flip fear into curiosity.
We launched a music video that doubled as a how-to—wrapping educational content in karaoke-worthy lyrics to teach a new generation how to use our product.
Our goals were clear: find fresh, relevant ways for Millennials and Gen Z to use bleach in everyday life, and flip fear into curiosity.
We launched a music video that doubled as a how-to—wrapping educational content in karaoke-worthy lyrics to teach a new generation how to use our product.
RESULTS
RESULTS
Even with limited media support, the video took off and quickly grew to +10 million views and 4.7k+ likes on YouTube.
Our average view duration was 54 seconds! Almost everyone who saw this video decided to watch to the end.
*On Youtube, the average view duration for a 60 second ad is 7 seconds. Most advertisers are lucky to get someone more than two seconds past the ‘skip ad’ button. (Take that best digital practices!)
We also did some fun animations to support it
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What people were saying
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People liked it so much that someone actually went ahead and did
a
20 min version of it >>>
Yeah, Bleach does that...for 20 mins
20 min version of it >>>
Yeah, Bleach does that...for 20 mins
CONTIAGIOUS X TIDE
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Agency: Saatchi & Saatchi
Client: Tide | Contagious
Role: Concepting + Production + Art Direction + Food target
Contagious Magazine is a curated source for the latest trends in marketing, technology, and business creativity. Renowned for its bold, memorable covers, the magazine has collaborated with major brands like Snapchat, Cadbury, and Ben & Jerry's.
For its 70th issue, Contagious approached us to design the cover, back, and interior pages using Tide’s distinctive brand style. Our idea focused on bringing Tide’s exceptional stain-fighting power and performance to life in a bold, visual way.
We developed a photo series illustrating the stain-removal journey from start to finish—beginning with individuals wearing Contagious-branded T-shirts as live targets for tough stains.
For its 70th issue, Contagious approached us to design the cover, back, and interior pages using Tide’s distinctive brand style. Our idea focused on bringing Tide’s exceptional stain-fighting power and performance to life in a bold, visual way.
We developed a photo series illustrating the stain-removal journey from start to finish—beginning with individuals wearing Contagious-branded T-shirts as live targets for tough stains.
THE WORK
The palette consisted of different notes of blues and oranges, a nod to Tide’s brand equity colors.
HOW IT HAPPENED
Credits
Photographer: Travis Rathbone
CD: Adrian Chan
ACD: Juliana Ardila
Sr Designer: Ralph Bachir
Photographer: Travis Rathbone
CD: Adrian Chan
ACD: Juliana Ardila
Sr Designer: Ralph Bachir
Agency: Saatchi & Saatchi
Client: Women in Film | The $1.000 For Your Consideration Campaign
Role: Concepting + Art Director
Women have made up just 12% of Oscar winners over the past decade.
Women in Film, an organization advocating for gender equity in Hollywood, wanted to change that—by making sure films by women weren’t overlooked by Academy voters.
With a budget of under $1,000 (compared to the typical $15 million Oscar campaign), we strategically placed our message wherever Academy voters would be—quietly infiltrating their world.
So when it came time to vote, they wouldn’t just consider the usual contenders—they’d consider the work of women.
The $1.000 “For Your Consideration” Campaign
Year after year, the Academy Awards has been lambasted for its lack of diverse nominees and winners. Hashtags including “OscarsSoWhite” and “OscarsSoMale” seem to recur far too frequently. From 2011 to 2020, Insider found that 71.1% of awards in top categories went to male recipients.
In the six weeks leading up to the Oscars, voters view the nominated films and decide which they'll vote for. Unfortunately, they have to view many films in a short amount of time. Hollywood studios spend an average of $15 million per film, saturating Los Angeles with "For Your Consideration" campaigns to get their votes.
In the six weeks leading up to the Oscars, voters view the nominated films and decide which they'll vote for. Unfortunately, they have to view many films in a short amount of time. Hollywood studios spend an average of $15 million per film, saturating Los Angeles with "For Your Consideration" campaigns to get their votes.
“For Your Consideration” billboards in L.A
To reach Academy voters across the industry, we hijacked the one thing always present in their workplaces: coffee cups. We decided to turn simple coffee sleeves into a targeted For Your Consideration campaign.
During the 6 weeks leading up to the Oscars, when voters are viewing films and considering their vote (ahead of the week-long voting period), we got our coffee sleeves everywhere we knew voters would be. With a simple QR code, we reached out to voters that allowed them to easily see all of the Oscar-nominated films women worked on in one place.
Idea
To reach Academy voters across the industry, we hijacked the one thing always present in their workplaces: coffee cups. We decided to turn simple coffee sleeves into a targeted For Your Consideration campaign.
During the 6 weeks leading up to the Oscars, when voters are viewing films and considering their vote (ahead of the week-long voting period), we got our coffee sleeves everywhere we knew voters would be. With a simple QR code, we reached out to voters that allowed them to easily see all of the Oscar-nominated films women worked on in one place.
During the 6 weeks leading up to the Oscars, when voters are viewing films and considering their vote (ahead of the week-long voting period), we got our coffee sleeves everywhere we knew voters would be.
By infiltrating film sets, edit suites, sound studios, and post production houses where Academy Awards voters work, we ensured that the films made by women got directly into the hands of Academy voters.
Results
We distributed coffee sleeves to 25 locations including film sets and post production facilities, getting the work of Oscar-nominated women into the hands of industry professionals and Academy voters. They engaged with the QR code at a rate 700% higher than the average QR code. The campaign was also promoted by primetime actors Keri Russell, Matthew Rhys, writer/director/producer Lake Bell, and Marvel film star Benedict Wong.
At this year’s Academy Awards women took home some of the night’s biggest awards with Jane Campion taking home Best Director for "The Power of the Dog" and Sian Heder winning both Best Picture and Best adapted screenplay for "CODA".
With a budget of less than $1,000 vs 15M, we infiltrated all the places Academy voters would be. Making sure that as they consider their vote, they consider the films made by women.
