Client: OxiClean (Church & Dwight)

Overview:
As the world emerged from the peak of the pandemic, OxiClean set out to redefine what “clean” really means — beyond what meets the eye. The brand wanted to reinforce its authority in deep cleaning while speaking to a culture still hypersensitive to hygiene.

Project Scope & Objectives:
I contributed copy and strategic voice work to the “Clean Clean” campaign — a fresh, forward-looking effort to position OxiClean as the go-to for invisible cleanliness. The aim: speak to a post-2020 audience whose idea of “clean” had fundamentally shifted.

Challenge & Creative Constraints:
Even as restrictions eased, we still had to shoot remotely — collaborating via Zoom and navigating production logistics in a hybrid world. Key decisions, like whether on-screen talent should wear masks, became moments of strategy: how do we reflect current reality without alienating audiences or dating the content?

My Role & Solutions:
I helped refine the campaign voice to thread the needle between clever and reassuring. The core idea — “cleaning the clean you can’t see” — drove the copy across digital, video, and social. I worked closely with producers and strategists to ensure every line supported this nuanced take on cleanliness, while still delivering on OxiClean’s bold, trustworthy tone.

Outcome:
The campaign successfully updated the brand’s voice for a new era. “Clean Clean” hit the cultural moment — a little cheeky, totally relatable, and grounded in trust. It reminded people that when it comes to clean, what you don’t see matters.

Key Takeaway:
This work highlighted the importance of emotional intelligence in brand storytelling — especially when everyday concepts (like “clean”) take on new meaning. It also reinforced how to stay collaborative and creative, even in remote production environments.

Created with:

Executive Creative Director: Jamie Perruquet

Art Director: Brooks Hess