A PARENT’S FIELD GUIDE TO THE LITTLE MONSTERS OF SUMMER BREAK
THE CLIENT
Clorox
DATE OF WORK
2016
THE BRIEF
Clorox’s campaign embraced the wonderful messiness of life. As part of our longstanding brand partnership, I was asked to create something new that resonated with our target audience of young moms.
THE WORK
As CD, I pitched, wrote, and oversaw design and animation for eight characters that featured in a bestiary of the “monsters“ that children become during summer break. We went deep, writing backstories, ecologies, and ways to recognize the creatures. The audience played along, identifying which “monster” their children turned into, and even suggesting their own creatures. The piece was nominated for several animation awards. That year, HuffPost-Clorox won Ad Age’s Best Branded Partnership.