Whirlpool.

Over a decad-old tagline, “Everyday Care” needed some dusting off. So, I turned the line on its head with a new campaign called, “Care less” to give whirlpool a fresh new attitude. Whirlpool takes the not-so-fun stuff off your plate, so you can get back to what you love. Who cares about dirty dishes and cleaning ovens? Whirlpool does.

Project: Campaign Dev, Platform Idea,
Visual and Verbal Rebrand
Role: Copy Creative Director
Skills: Campaign Concept, Creative Strategy, Script, and Shot Direction
Partner: Rachel Reno (Art Direction) 
Kinopravda (Director)  Kate Arizmendi (DP)