SOCHI OLYMPICS

My Tide is a campaign that highlights more of what you love in Tide from colors to comfort.
Here are a few spots I made.

My Tide: The Winter Olympics

The Winter Olympics inspire kids everywhere to get more involved with sports. You dress up in your countrys’ colors, build crazy obstacle courses in your backyard, and pretend you’re a freaken gladiator. The only downside is a lot of dirty laundry.

Spot aired during the 2014 Winter Olympics in Sochi.

  • Client: P&G/Tide
  • Role: Concept, Art Direction
  • Director:  Matt Smukler, Community Films
  • Creative Director: Laura Mulloy
  • Copywriter: Matt Vitou

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My Tide: Baby Food

Babies are exhausting, and messy. You need a detergent that can keep up.

Cute spoiler: This baby said his first words during this commercial.

  • Client: P&G/Tide
  • Director: Matt Smukler
  • Creative Director: Laura Mulloy
  • Copywriter: Matt Vitou

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My Tide: Mr. Grimm

When you buy detergent you want it to work hard. But many contain mostly water. And we all learned in elementary school that when you freeze water it turns solid.

  • Client: P&G/Tide
  • Director: John Mastromonaco, Fancy
  • Creative Director: Paul Bichler
  • Copywriter: Matt Vitou, Rees Steel

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My Tide: Birthday Present

Your favorite tshirt is a big deal. Especially if your baby made it for you. So, only trust it to a detergent that specializes in color protection.

The artwork for the birthday present shirt was illustrated by my little cousin. After this aired, he became the coolest kid in the first grade.

  • Client: P&G/Tide
  • Director: Matt Smukler
  • Creative Director: Laura Mulloy
  • Copywriter: Matt Vitou

BACK TO WORK