Clorox Pure Launch
Client: Clorox
Category: OLV + Experiential + Social
Timeline: 2.5 months (2025)
My Role: Lead Designer
Clorox partnered with our internal creative team to rethink how we introduce Clorox PURE™, a new-to-category allergen-neutralization line, across the digital shelf. The task: create a suite of PDP videos that could educate consumers on a groundbreaking technology — and do it in a way that felt modern, confident, and scientifically credible.
As the lead designer, I owned the storyboarding, creative strategy, visual system, sound direction, and AI-driven scene creation across three deliverables: a refreshed sizzle video, a new Air + Fabric science explainer, a new Air daily-routine video.
The Challenge
Clorox PURE introduces a completely new way of thinking about “air care” — it’s not a fragrance product; it literally neutralizes allergen proteins in the air and on surfaces. Consumers needed to understand both the science and the everyday usage without crossing into therapeutic claims. The story had to be fresh, educational, relatable, and aligned with the FCB campaign world.
The videos also needed to perform well on the digital shelf:
⏱ Tight runtimes (15–30s)
🧩 Clear supers + approved language only
🎥 Fast comprehension for shoppers in “scan mode”
Designing the Creative Strategy
Using the brief and approved language, our team defined:
The narrative structure for each video
The emotional tone
The balance between science demonstration and relatable moments
How to show allergen neutralization legally and visually
How the PDP format should influence pacing and hierarchy
AI Scene Creation
I created AI-driven video sequences to quickly visualize demos, home environments, and allergen interactions — particularly for the science video, where we needed to show proteins changing shape without making medical claims.
This allowed us to rapidly refine lighting, materials, camera movement, and transitions before final production.
Execution
The final videos educate, demonstrate usage, and position PURE as a genuinely new behavior for allergy management.
Next steps
These videos now serve as a foundation for future PURE innovations.
Experiential Extension
After developing the full PDP video system for Clorox PURE™, I extended the same visual world, messaging hierarchy, and scientific storytelling into a real-world conference build for allergists at the American College of Allergy, Asthma & Immunology (ACAAI). This event was a critical moment for pre-seeding PURE with medical experts who influence consumer behavior — and it needed to feel like a seamless, physical continuation of the digital experience we built.
Designing a Booth That Stood Out in a Sea of Pharma
Most exhibitors relied on clinical blues and sterile molecular graphics. I intentionally leaned into:
Lifestyle photography
Warm, real-home environments contrasted with high-science iconography
Copy choices that spoke to the surprise people might have seeing Clorox at an allergy conference
Clean, retail-style product walls
Social + Print Touchpoints
The program guide ad, banner systems, and social media posts also carried over the PDP typographic and thematic structure — helping allergists recognize messaging consistency before they even reached the booth.
