A fresh campaign launch for a throwback brand
For generations, Pine-Sol had been a staple of clean in the homes of Black families. But this throwback brand needed a modern refresh to reintroduce the brand into culture and remind people that Pine-Sol is the brand they can trust for a real clean.
The premise: When you clean with Pine-Sol, you clean like the Queen, Oprah, or a beautiful celebrity couple was coming over…because they just might.
Role: Creative Director
Then COVID-19 happened. And because the campaign premise was about strangers showing up at your home—it was basically dead in the water. So, we remixed it, and used content from behind and scenes and the cutting room floor to create a new storyline.