SITUATION Whirlpool was launching SWASH, its first-ever premium liquid detergent, into the crowded, and visually chaotic, e-commerce detergent aisle. We quickly realized how odd, almost unsettling, that in such a massive category, nothing has really changed. It was really just about fighting about who was the best parent. As Group Creative Director, I wanted to explore the white space as a clean, modern, efficient brand that rediced the laundry hassle with no-brainer solutions. To look, sound and be different, and in that contrast expose how the Tides of the world, were too old school to clean today's modern fabrics. TASK "What's that? It seems so simple, so smart, and reflects my modern, more innovative lifestyle." If we could hook consumers with this contrast, trail was not far behind. ACTION From day one, we treated SWASH like a digital-native luxury brand. Every touchpoint—visual, verbal, and UX—needed to exude modernity, clarity, and confidence. Instead of chasing category norms, we broke them. Where competitors leaned loud and cluttered, we went clean and editorial. Where others pushed specs, we led with story. The packaging had presence, but the digital experience gave it soul. I led the development of a full-funnel launch strategy, from initial concept to final asset delivery, including: Amazon Storefront Redesign: Created a sleek, best-in-class experience that bent Amazon’s rigid UI rules with refined visual hierarchy, subtle motion, and bold restraint. Brand Film: Directed a clean, design-forward video using custom 2D/3D fluid animation to express the core product benefit—precision cleaning in every drop. Digital Product Pages (PDPs): Built visual storytelling flows to simulate tactile interaction, making shoppers feel the form, function, and innovation behind the bottle. Lifestyle Photography & Video: Led art direction to ensure human warmth met design precision, positioning SWASH as both aspirational and attainable. Social Launch Content: Concepted emotionally resonant stories—like Sentimental T-Shirts, a tongue-in-cheek music video that proved even detergent could stir emotion. E-Retail Toolkit: Developed a scalable system of branded assets for future PDPs, retailer sites, and digital shelf integrations. RESULT The cleanest detergent in the game made the biggest digital splash: Amazon Store featured as a global benchmark for Whirlpool’s premium CPG executions Significant lift in conversions after launch of video content and storytelling-first PDP layouts Exceeded all launch KPIs, including engagement, purchase intent, and brand lift "Sentimental T-Shirts" campaign became the most-shared Whirlpool content that year Praised by internal stakeholders as “the most brand-forward launch on the digital shelf” Framework adopted across Whirlpool’s broader portfolio for future e-commerce rollouts ​ REFLECTION We didn’t just launch a detergent—we launched a new standard for design-led e-commerce in CPG. By treating Amazon not as a sales formality, but as a full creative canvas, we made SWASH the exception in a space full of sameness. And in doing so, we reminded the industry: clean doesn’t have to be boring. It can be beautiful.