Creative Director · Campaign Strategy · Creative Direction · Art Direction · Photography/Video · Production Leadership
3M Cleaning Solution
Cleaning wasn’t really the story.
Commercial cleaning products can get pretty functional, pretty fast. We wanted to get past the product shot and talk about what clean actually makes possible - a place to learn, a space that feels safe, or simply a warmer welcome.
I led the campaign across strategy, creative, photography and production, working closely with 3M’s marketing team and product experts to turn those functional benefits into something more human.
One shoot. Three worlds.
The challenge was creating school, healthcare and airport stories without producing three separate shoots. So we found one location we could transform, then planned the casting, wardrobe, props and shot list around all three environments.
I selected and led the crew, managed the photography and video production, and kept the scope, timing and budget moving together from pre-production through final delivery.
Big brand.
Human point of view.
The work still had to live comfortably inside 3M’s masterbrand and individual product guidelines. I partnered with 3M’s internal team and our agency group to understand the product truths first, then built a flexible campaign around them that could work across print and digital without losing the idea.
The system gave each audience its own story while keeping the campaign unmistakably connected.
The tools change.
The human truth doesn’t.
Today we can create, version and produce work faster than ever. The harder part is still the same: understand the product, find the benefit people actually care about and build an idea that can stretch without losing itself. New tools can accelerate production. They can’t choose the right story.