SWASH LAUNDRY DETERGENT

Social is a playground for experimenters. Most agencies wait for big budgets and three-month production cycles. They stall. I don’t. During a casual traffic meeting, I discovered our Jr. Account Director was a trained vocalist. I didn't call a talent agency. I convinced her to collaborate. We wrote an original song together that afternoon.

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I architected this for SWASH as raw, lo-fi content. We traded corporate gloss for a legitimate earworm. It was fast. It was real. It proved that you don’t need a massive production house to own the feed. You just need a sharp hook and the guts to move. We proved that sometimes the best creative strategy is simply recognizing the talent already in the room.