role: art director (and cover girl!)

the challenge:
tide is a tried and true brand, trusted one generation after another. they create products that work to improve the lives of consumers, but need to go a step further and be more thoughtful of the future. tide must continue to make an impact.

the ask:
how can tide make cold water washing the new standard for gen z and millennials? tide wants consumers to stop and think about their place in the world, and how they have the opportunity to create change.

the idea:
‘tide cold for gen clean’. a campaign centered around the notion that we can all be modern-day heroes, through just the way we wash our laundry. the power to change our world and promote sustainable habits lies in the hands of a new generation, made up of even the most ‘regular joe.’