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.

A squirrel holding a pink ice cream cone in front of an open refrigerator, with various food items inside.

Production context: Production context: Pre-generative AI, created through live-action filming, practical sets, real performers, and traditional post-production.

Design overview poster featuring P&G, Publicis Worldwide, 2010-2015, with details about iconic brands, impressions, campaigns, activation, and awards.

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

Three smartphone screens display Instagram posts featuring Pepto-Bismol products with animals in various adventurous or mystical settings. The first shows a squirrel in a tree holding Pepto-Bismol, with the caption 'The Relief of PEPT0 fits in your pocket.' The second is a sage-like animal with accessories, offering sage advice with the caption 'Sage advice. Pocket relief.' The third features a squirrel in a space suit floating above Earth, with last captioned 'Big jumps. Tiny tubes. Total relief.'

Digital Content Campaign Extension
:30 Digital content made for under 2k using stock photos

Instore Activation

A woman shopping in a store looks at a display inset into a tree trunk, which features a squirrel holding a bottle of Pepto Bismol and other Pepto Bismol products on shelves and in boxes. In the background, shelves of products and a sign that reads "WELLNESS" are visible.

UGC Activation
We asked our followers: where do you want to see the squirrel next? Thousands answered.

OOH / Billboard

Billboard advertisement featuring a squirrel holding a pink tube of Pepto T-Go medicine inside a tree cavity. Text on the billboard reads, "Relief is on the way" and includes the Pepto T-Go logo with a slogan, "The Relief of PEPT0 fits in your pocket." The scene takes place on a city street with pedestrians and cars passing by.

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

Baby sitting on the floor in front of wooden blocks arranged to spell out a motivational quote.

Moms Don’t Take Sick Days
:30 TV spot · Campaign Launch / National broadcast

Print ad
C4D / Photoshop

Colorful wooden alphabet blocks arranged on a blue wall with a baby sitting on a potty in front of them. The blocks spell out, "THERE'S A 50/50 CHANCE YOUR BOSS WILL PEE ON YOU TODAY."

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

A large, textured, brown chair with two bowls of used matches on a small wooden table in front of it. A hand sprays Febreze air freshener, and the text above reads 'when odors linger, breathe happy'.
← Back to Feautred Projects
A person in sneakers is covered by a textured beige blanket, with a spray bottle causing words 'when odors linger, breathe happy' to appear on the floor.