P&G
Pepto | Vicks | Febreeze
2010-2017
Across several years and three major P&G brands, I created integrated national campaigns spanning broadcast, print, OOH, digital, experiential, and social.
The work ranged from real-world product experiments and animatronic squirrels to UGC campaigns and social activations, generating significant national reach while helping familiar brands remain distinctive, relevant, and culturally visible.
Production context: Production context: Pre-generative AI, created through live-action filming, practical sets, real performers, and traditional post-production.
Diminuative Deal
:30 TV spot · National broadcast
Sage Squirrel
:30 TV spot · Campaign Launch / National broadcast
Tummy Dancer
:30 TV spot · National broadcast / Campaign Launch
Ariel Enlightenment
:30 TV spot · Campaign Extentions / National broadcast
Digital Content Campaign Extension
:30 Digital content made for under 2k using stock photos
Instore Activation
UGC Activation
We asked our followers: where do you want to see the squirrel next? Thousands answered.
OOH / Billboard
Squirrel Social
Digital Content Campaign Extension
:30 Digital content made for under 2k using stock photos
VICKS
For Vicks, I helped develop emotionally driven national work built around a simple human truth: moms do not get to take sick days. Rather than focusing only on symptoms, the campaign connected the brand to care, responsibility, and the everyday realities of family life.
The work extended across film, digital, and social, giving a familiar heritage brand a more contemporary, culturally relevant voice while reinforcing its core promise of trusted relief.
Dads Don’t Take Sick Days
:30 TV spot · Campaign Launch / National broadcast
Print ad
C4D / Photoshop
Moms Don’t Take Sick Days
:30 TV spot · Campaign Launch / National broadcast
Print ad
C4D / Photoshop
Febreze
For Febreze, I helped turn odor elimination into a highly visual national campaign built around real-world product experiments. In the Breathe Happy platform, unsuspecting participants entered filthy, foul-smelling environments while blindfolded, then described them as fresh, clean, and inviting after Febreze had been used.
The work extended across broadcast, digital, social, experiential, and PR, transforming a functional household product into an entertaining demonstration people could see, share, and believe.
Febreze Smell Test Experiment 1
:30 TV spot · Campaign Launch / National broadcast
Febreze Smell Test Experiment 3
:30 TV spot · Campaign Launch / National broadcast
Febreze Smell Test Experiment 2
:30 TV spot · Campaign Launch / National broadcast
Print Ads
Zbrush, C4D, Photoshop
