When It Counts...

We trust experts like caregivers, aid workers and moms to create clean and safe environments. And they trust bleach. We traveled outside the home to ambulances, hospitals, floods and turned a remote school into a medical center.

This campaign returned Clorox to growth; increasing sales volume five times, overall brand sales by $74 million and reaching record market share—the highest ROI in Clorox history.

"Doctor" :30

"Flood" (:30)

"Grandma" (:15)

"Doctor/ Daughter" (:15)

Clorox Effectiveness Case

Clean is just the beginning.

Transforming ‘clean’ from mundane to empowering. A fresh start. A blank canvas.

Clean turns a home into a stage, a laboratory, a sanctuary, an adventure.

Clorox Bleach - Bathroom.mp4

Clorox Bleach - Kitchen

Clorox Bleach - Classroom

Operation Covid

When the pandemic hit, Clorox became a medical supply, a life saver, an essential.

Left with redundant media buys, limited product availability and a mounting backlash, we broke a traditional marketing taboo, revealing product secrets and cleaning hacks to help product go further.

We used our media budgets to partner with NextDoor to help neighbors help each other.

We evolved our positioning as fast as the newscycle to show Clorox as a trusted voice amongst the mass of misinformation and confusion.

We worked with Clorox to collaborate with the CDC Foundation and the Cleveland Clinic to enhance public safety outside the home.

Clorox was named AdWeek Brand of the Year. 

FCB was named AdWeek Agency of the Year.

Magnus Jonsson, U.S. VP of marketing Clorox Cleaning Division was recognized as one of the Adweek 50.

Clorox Covid Case Study

Clorox Safer Today Alliance Launch

We worked with Clorox to create the Safer Today Alliance, in conjunction with the CDC Foundation and the Cleveland Clinic. The Safer Today Alliance will promote research and innovation to help enhance public health and safety outside the home, now and beyond the COVID-19 pandemic.

Clorox Behind Healthcare

We created a film to celebrate the frontline heroes of the pandemic – showing bleach was going where it was needed most.

NextDoor - social

SPCA - A Very Silent Night

A Very Silent Night, a song that was recorded at frequencies that only dogs can hear and was completely silent for human ears.

A record deal with Universal Records.

A Doggy Disco at one of Auckland’s hippest clubs, Nate Dog, Snoop Dogg, Ain’t Nothin’ But A Hound Dog.

Global news when it became Christmas number one in New Zealand in 2007.
It also rehoused all of the SPCA’s dogs.

SPCA. A Very Silent Night ~ Case Study

The Generation of Z

Director and co-developer of immersive, site specific zombie theatre show.

The Generation of Z: Apocalypse

The Generation of Z

I directed and co-developed The Generation of Z - thegenerationofz.com - a completely immersive, horror show that merges CCTV, pre-recorded footage and prosthetics (from the team who worked on World War Z). The theatre audience are endowed as survivors, who are saved from a zombie apocalypse. At times during the show, there were four different scenes happening throughout the venue that all had to be perfectly synchronised.

200 shows, 10,000 rounds of ammunition, 90 litres of blood and over 16000 survivors.

The Generation of Z: OPENING 21 April 2015

‘A MUST SEE. Perfect for horror and theatre fans alike’ - Daily Express

‘The Generation of Z Will Blow Your Mind’ - MTV

‘PHENOMENAL. Go more than once and each time be immersed into a different twist of the same fantastic nightmare. A perfect terrifying night out.’ - Gay Times

‘A bloody fearsome theatrical adventure!’ - XFM

Shampoolio 10th Anniversary

A Shampoolio Experience - business cards

Julio Romano is a master colorist, razor stylist, punk rocker.

An analog guy in a digital world.

A business card to celebrate the 10th anniversary of his studio, Shampoolio Experience.

(There was also an AR instagram filter.)

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Oreo European Road Trip

Building from the brand’s Cannes Lions Cyber Grand Prix-winning 'Daily Twist'. The 'Dublin Twist'.

First outdoor campaign in Ireland for Oreo with landmarks recreated with cookies.

First European campaign for Oreo, Ritz and Tuc across TV and in-store.

Oreo 'Spring'

For Oreo’s first major European television campaign, we didn’t sell cookies, we sold a ritual.

Break Up With The Brush

A classic romance about the end of a woman’s love affair… with her toilet brush.

Clorox ToiletWand "The Break Up"

Clorox ToiletWand "The Run In"

Clorox ToiletWand "Take Me Back"

NBA ALL STARS - Indianapolis

Indianapolis inspired collection for the All Star game… Featured realistic car crash injuries.

All Star TEASER

From under the sink, into the spotlight

With the CDC Foundation and the Cleveland Clinic, Clorox created a seal of approval to enhance public safety beyond the COVID-19 pandemic for our partners – United Airlines, Enterprise Rentals, Uber, NBA, WNBA, NHL, MGM Resorts, AMC Theatres, Live Nation.

Sizzle Reel

Enterprise Rentals

AMC Theaters

United Airlines

Uber

Clorox Pandemic Re-brand

During the pandemic, Clorox became a life-saver, a medical supply, a necessity.

We changed our positioning to ‘When it counts, trust Clorox.’

Gone was the soft acoustic music.

Kick ass. Loud, brave and in your corner. What would Nike do?

Clorox Fabric Sanitizer - 1

Detergent masks the smell of clothes.

Clorox Fabric Sanitizer empowers everyone to embrace sweat, move their body.

More like a sports brand than a cleaning commercial.

Fabric Sanitizer

This campaign featured the first gay couple in a Clorox ad.

Paper Towel Wipes - Boss Mom

During covid, our living room became an office, our bedroom became a gym, the restroom became a sanctuary. And we had to embrace many roles simultaneously.

Paper Towel Wipes shared that duality - with the absorbency of a paper towel and the disinfecting power of a wipe.

Clorox Paper Towel Wipes - Dad Chef

Clorox Paper Towel Wipes - Rom Com

Clorox - Fight Back Manifesto

Back to School

Back to School v2

Back to School - v3

Homecoming - Powerful Bleach Clean

And for contrast, this is where we were previously.

Fight Back With Clorox

Chicken soup, blankets, lemon drinks. Passive.

Clorox would reframe cleaning as empowering. And shot like a sports commercial.

This campaign repositioned Clorox so successfully, it led to a new brand platform and tone of voice.

Because sniffles don’t sleep.

Feed a fever. Starve a cold. Wipe like hell.

They say there’s no cure for the common cold. Prove them wrong.

Feel the flu and do it anyway.

Wipe through the sickness.

Sniff no more.

Half the energy. Double the glory.

Believe in yourself. And your immune system.

If you’re going through the flu, keep going.

Door Handle

The Baby

The Office

Bedside Table

We also partnered with Achu to leverage environmental and personal data from wearables to provide cleaning reminders when people are most likely to get sick.

Department of Christmas

First Christmas campaign in five years - that made multiple lists for top ten Christmas advertisements. Christmas is the UK ad world’s equivalent of the Super Bowl.

Robert Webb (Peep Show) as the flamboyant Minister Of Christmas and iconic UK stars that no American has heard of.

Agency: FCB Inferno
Copywrtier: Ali Dickenson
Creative Director: Colin Mitchell
Art Director: Jack Walker
TV Producer: Mandy Boyter
Production Company Hotspur and Argyle
Director: David Kerr
Producer: Victoria Lynn
DOP: Philipp Blaubach
Post Production: UNIT
Smoke: Richard Harris
Nuke: Stirling and Scott

Post Office Christmas

Let's Get Started

One half of Mitchell and Webb (check), one sausage dog (check), one stunt crew (check), 2 snazzy suits (also checked).

Art Director - Jack Walker

Copywriter - Ali Dickinson

Director - David Kerr

Post Office Money TV Commercial Starring Robert Webb

Dockers

Dockers - Ready For It :60

60 second launch

Song for Hazey Jane

Song for Hazey Jane

My pre-pandemic surreal film weed film Letters to Hazy Jane won Worst Fucking Film in the Lock Inside Film Festival in Copenhagen. I’ve won or been shortlisted for nearly every advertising award - and this is my proudest achievement.