Tide

5 Years of Tide

I worked on Tide for half a decade, touching nearly every part of the business and helping make some of the brands biggest hits. In 2021, the One Show awarded us the Penta Pencil, recognizing a partnership between agency and brand that produces sustained creative excellence.

We made a lot more work than these few projects. Here are a couple more of my favorites.

Gronk's Cleaners | Super Bowl LI Teasers

We couldn't risk ruining the surprise of #BradshawStain, but needed to capitalize on the exposure of Super Bowl week. Welcome to Gronk's Cleaners.

Lucky Jersey

Cannes Lions | Silver

Back in 2019, we presented several ideas to the client, and ended up making our Laundry Night campaign. But there was another idea that was beloved. Three years, and a new job later, we were asked if we still had the deck. Lucky Jersey was reborn, better, faster, stronger— thanks to the hard work of Daniel Lobatón, Lauren Varvara, Adrian Chan, and many others.

Hard Work

Director: Miguel Campaña

Trip

Only psychos pack the night before.

Tide x GE

There’s nothing special about this next one, except that I was the director. I learned a lot from being on that side of the process, and was even asked to do a few more.

Tide PODS Talk with Gronk

The brief was to create a demo. We ended up with an NFL superstar and a studio audience. That's a win.
Director: Max Sherman