Tide

What if you could remove a stain so completely, it’s like it was never there at all? That’s the magic we set out to achieve with this series of social videos for Tide, all shot in slow motion and played backwards to show the messes physically “jumping” from the clothing due to the power of Tide. This campaign was a Webby winner.

My role:

I created the idea of videos in reverse to show stains magically disappearing, including proving to leadership that this could work by actually testing it with ketchup in the office. We then created all the different scenarios that played out and edited them together. I wrote all of the copy as well.