Febreze TVC

In the Air Care category, Black consumers spend 25% more annually. Febreze saw an opportunity to connect with this audience by shifting from a functional to a personal relationship. We moved away from our branded blue world and embraced their real ones, transforming our creative and production process.

We immersed ourselves in Black homes, creating a multicultural aesthetic playbook and ensuring cultural truths were central to our briefs. We then collaborated with Candice Vernon, Eleanor Production Company and a diverse crew to bring the stories to life. Every detail, from character backstories to art by Black artists, contributed to the authenticity of our “Breathe Happy” campaign.

MY ROLE: Art Director for a 3-spot TV bundle. Responsible for the visual direction and overall aesthetic of the campaign, ensuring that each spot aligns with the brand’s identity and resonates with the target audience. Collaborated closely with Associate Creative Director, Director and Production partners to bring the campaign’s vision to life.