DOWNY
Concepting – Ideation – Art Direction – Key Visual Development
The Downy “Half-Washed” campaign sought to drive the necessity of Downy and create a demonstration of what an impact the formula can make on clothing. The idea was that if clothes are washed with detergent alone, the laundry routine is incomplete. This project involved many initial sketches and comps, working with P&G’s research and development team on a t-shirt stress test demonstration, collaborating with P&G’s other partner agencies on the idea, layout, and “half-washed” logo, casting models, art directing a photoshoot, and overseeing the retouching.
