Smell Something Fishy?
PAID SOCIAL – FACEBOOK
affresh appliance care
MIND'S EYE: THE GREATNESS OF GROSS
SITUATION The advertising template for cleaning products had gone stale—hyper-clean visuals, chipper VO, sparkling surfaces, and absolutely no surprise. The result? Viewers had learned to tune it all out. For affresh, a specialty cleaner for dishwashers, washers, and disposals, the challenge wasn’t just awareness—it was overcoming apathy. The real opportunity lay in breaking format and leaning into the one truth consumers couldn’t ignore: something inside their appliance doesn’t feel right. TASK Create a campaign that ditches the push of traditional advertising and pulls viewers into a story they can’t look away from. Surface the emotional tension of a hidden problem—unseen grime, persistent odor, unexplained funk—and reframe affresh as the deeply satisfying answer to a mystery they didn’t know they were ready to solve. ACTION We built Mind’s Eye to feel nothing like a commercial—and everything like a creeping realization. Every creative decision was designed to zag from expectation and invite investigation. Key strategic and creative moves included: • Silence as disruption: Each film opened in total quiet—no narration, no music—forcing a double-take in a sea of loud, predictable spots. • Mystery as entry point: We visualized real consumer fears pulled from Google searches (“Why does my dishwasher smell like fish?”) as surreal, cinematic vignettes. Viewers weren’t told what the problem was—they were left to feel it. • Emotional pacing: Slow builds gave space for discomfort, then delivered the catharsis: a single affresh tablet, dropped in with zero effort. Platform-specific adaptation: • Amazon display built for click-to-cart immediacy • Social content crafted to stop the scroll with uncanny imagery Audio and FireTV placements used minimalist soundscapes for high impact • “How-to” content was reimagined as voyeuristically satisfying moments of transformation RESULT • +126% video engagement rate • +186% increase in social media interactions • +187% increase in landing page views • +146% growth in “Buy Now” conversions • +7% lift in unaided brand awareness The campaign became affresh’s most effective to date. REFLECTION By breaking the format and replacing predictability with psychological tension, Mind’s Eye made people lean in. It didn’t act like a commercial—and that’s exactly why it worked. We turned what people can’t see into something they can’t un-feel. And we made affresh not just a product, but a strangely satisfying solution to a lingering unease.
Washer Smell Ruff?
PAID SOCIAL – FACEBOOK
PAID SOCIAL – PINTEREST
AMAZON STORE PAGE
AFFRESH PACKAGING REDESIGN
High-Performing Pack Designs Optimized for Site and Shelf
Category: CPG / eCommerce Optimization
Role: Group Creative Director / Concept / Copywriter
Client: Whirlpool Corporation
SITUATION After building early momentum in a sleepy category, affresh suddenly had company. Big players—Tide, Finish, Lemi Shine—entered the appliance cleaning space with deep pockets and brand recognition. We couldn’t win on media spend. But there was one battleground we could own: how the brand showed up in the scroll. Note: The packaging redesign was not asked of the agency, but something I brought the client as a high-impact opportunity they had not considered. TASK Outperform larger competitors at the digital shelf—Amazon, Lowe’s, The Home Depot—especially on mobile, where first impressions are made in half a second. Our current packaging was falling short: too cluttered, too dated, too easily ignored. The job was to redesign the packaging to stop the scroll, communicate faster, and convert better. ACTION We treated packaging like advertising: if it doesn’t perform, it doesn’t exist. I led the creative strategy and messaging architecture for the affresh packaging overhaul—designed specifically to excel in mobile-first, thumbnail-heavy environments. Our design principles: • Contrast as currency: We pushed high-contrast colors and simplified structures to maximize visibility in small format. • Consistency with flexibility: Created a clear design system across SKUs using color-coding and iconography for fast product recognition. • Clarity over clutter: Simplified headlines, added visual cues, and trimmed Whirlpool branding to broaden appeal beyond owned appliances. • Confidence in form: Elevated the dissolving tablet as the visual hero—an ownable point of difference that reinforced performance. • Modernization with intent: Retained affresh’s iconic green, but with a refined, premium tone to signal quality, not commodity. • Every move served a dual purpose: brand integrity + conversion power. RESULT While full rollout data is still in progress, early signals and internal testing showed: • Dramatic improvement in mobile legibility and click-through appeal • Stronger visual consistency across SKUs • Increased usage clarity for new buyers • Reinforced affresh’s distinct visual identity in crowded brand environments • Clear stakeholder alignment across product, retail, and eComm teams • The packaging is now a tool, not a tag—a conversion engine designed for how people actually shop today. REFLECTION When your product appears in a scroll—not on a shelf—packaging becomes the point of persuasion. This redesign wasn’t cosmetic. It was commercial. Built to win in pixels, not just in hand. And designed to make affresh look like the smart choice before a customer even clicks.
