Introducing an all-inclusive cleaning device
Launching a new product line for a powerhouse brand in surface care is an exciting opportunity to do something different. As the first product innovation from Swiffer in ten years, there was an urge to modernize their brand impression for the line of PowerMop products.
Leaning into Swiffer’s ethos of democratizing cleaning, we worked closely with Swiffer’s brand team to ensure that our assets reflected unique product benefits and spoke to the audiences who benefit most from an all-in-one mopping tool. As the creative director on the project, I was responsible for concepting and executing all of the eCommerce deliverables—images, videos and a marketing landing page. With three months from concept to launch, I found creative ways to get the most out of our captures and expedite delivery.
Strategy
Art Direction
UX + Web Design
I pitched and sold the need to create an ownable image library, resulting in a two-day still shoot in NYC. The photography is a mixture of instructional use, benefit, and lifestyle imagery infused with details that nod to the existing brand identity (range of purples, rounded shapes, transparent objects).
The production ran so smoothly, we were able to capture additional images that were not on the original shot list and I was able to hire my 96-year-old grandma as additional talent!
Once the images were shot, we worked with the brand’s marketing team to understand key consumer conversion triggers for the launch. I concepted, delegated and executed 96 unique eCommerce assets for the brand to use across retailer sites (Target, Walmart, etc.)
As part of the eCommerce rollout, I storyboarded and art directed video and animation for two :15s and two :6s eCommerce videos to enforce awareness and help educate consumers on product benefits.
With very little time, I created a fully robust library of photography by capturing stills from our video shoot in Mexico City. This ensured we had plenty of imagery to work with when designing the launch assets and allowed us to cover a larger spectrum of benefits, talent and sets when combined with our two-day still shoot in NYC.
Consumer education was a high priority for our clients, so we created a responsive marketing landing page to engage in product discovery and drive consumers to purchase. The copy strategy maximizes on SEO through comparison tables, FAQs and reviews.
