TIDE PODS

BRANDING |  DESIGN |  ART DIRECTION |  PHOTOSHOOT

Client: Procter & Gamble / Saatchi & Saatchi
Team:  Maru Kopelowicz / ECD
Daniela Vojta, Susan Young / Creative Directors
          Camilla F. Kristiansen / Head of Design

The Tide Pods launch, the first unit dose detergent in the US. One of the biggest and most successful P&G launches in history, it had a marketing investment of 150MM. With a teaser and launch phases, the campaign included TV, print. Inspired by Pop Art the work was featured at the Art Institute of Chicago's Lichtenstein Exhibit. I worked closely with the creative director team and were responsible for the brand identity for Tide Pods, and also the print design and art direction for the campaign.