A whole home clean
Procter & Gamble’s team tapped us to develop an evocative, ownable brand visual library for products in three different Mr. Clean categories—liquids, sprays and erasers. Our goal was to leverage these images for retailer and brand eCommerce communications, educating consumers on product benefits and positioning Mr. Clean’s family of products as providing “a whole home clean.”
Team Credits
Client: Procter & Gamble, Mr. Clean
Agency: Saatchi & Saatchi NY
Creative Director: Laurel Ames
Copywriter: Ryan Sheehy
Designer: Franklin Canales
Producer: Amy Salzman
Photographer: Jess Pettway
Prop Stylist: JJ Chan
Wardrobe: Monique Bean
Hair & Makeup: Avery Golson
Video Editing: Doug Zaner
Retouching: Bill Grant
Strategy
Art Direction
As the creative director on the project, I led the shoot production and managed asset creation. With one month to shoot, retouch, create and deploy 46 assets, my approach prioritized pre-production planning, post-production communication and batched asset deliveries. All of our upfront planning paid off on set, as we were able to capture the entire shot list plus more unexpected “nice to have” images for our clients.
Pre-Production Deck vs. Final image
We built four unique scenes to illustrate how Mr. Clean liquids, sprays and erasers tackle messes in the kitchen, bathroom, living room + office, and outdoors. This shoot was all about capturing texture—in the products and the messes they clean—to showcase a “whole home clean”. We collaborated closely with the brand’s Research & Development team to capture product efficacy and consumer pain points as accurately as possible.
