Proctor & Gamble (P&G)
My work on P&G spans scale programs, circulars, digital banners, free standing inserts, and campaigns. These samples offer a fun range of creative and display a breadth of capability.
P&G + Gourmet Garage
P&G had an opportunity to sell in displays at Gourmet Garage, a small upscale grocery retailer in Manhattan.
Our target would be high-earning young urbanites on the go, so our communication would need to align with their active lifestyles.
The concept, Get it and Get on With Life speaks to the fast-paced lifestyle of our target while invoking a whimsical tone to addressing the often mundane (but necessary) task of purchasing household essentials.
Paired with a sophisticated and clean (yet fun) type treatment, the whimsical tone is manifested throughout the store's touch points, while category copy (laundry, baby, beauty) maintains the sense of movement established in the concept's overarching idea.
Always EPP Display
The client requested a refresh of existing creative for an Always End Period Poverty in-store display. After reviewing the assets, however, the team decided to create an alternate version that better communicated the significance and meaning of the End Period Poverty initiative.
In addition to encouraging shoppers to help resolve period poverty, our updated creative defines Always' EPP program using stories from girls to illustrate the real-world consequences of period poverty.
The resulting creative incentivizes purchase by raising the stakes of EPP and providing shoppers the opportunity to help resolve problem.
P&G: Downy Defy
If there's one thing that's true about millennials, it's that we don't buy fabric softener. That, and the whole avocado toast thing.
So P&G thought, let's create a fabric softener for millennials. It's no avocado toast, but maybe they'll bite.
For this ask, P&G wanted to sell in Downy Defy incremental displays in HEB. It was a tricky ask. The target consumer, millennial (Texan) woman, were lower earners who didn't have an elaborate laundry regimen. They did, however, have a strong identification with their own personal style, which proved to be an in-road for our creative inspiration.
The creative would need to have many components. Educational, for one. Our target was likely unfamiliar with the product, and needed to be informed about its usage and benefits. It also needed to speak to a Texan culture that values independence and resilience. These, combined with our target's sense of style, would all be important facets of our communication.
Our resulting creative is a beautiful, balanced coalition of the strategy. The communication employs an emotional and functional approach: our target would certainly identify with the image of a confident, stylish women, while copy explains the product benefit.
Plus, it rhymes.