Vanish
360 campaign leveraging AI
PROBLEM
Vanish needed a fully integrated 360° campaign, Millie 3.0, to promote their latest product range: Vanish Pinks, Vanish MBG (Money Back Guarantee), and Vanish Whites. Each product required its own unique creative assets while fitting within a structured campaign framework split into three strategic segments:
KNOW: Challenge the belief that stains can’t be removed in a quick wash and drive awareness that Vanish works effectively.
THINK: Educate consumers on how Vanish tackles the toughest stains in a quick wash, fostering product consideration.
DO: Encourage conversion by reinforcing that detergent alone is rarely enough and Vanish delivers first-time results.
The campaign required a vast array of tailored assets, including:
Additionally, each creative deliverable had to be customised for Vanish’s key audience segments Pre-Families, Young Families, and Post-Families each with a unique messaging framework.
SOLUTION
The campaign’s foundation started with the Key Visuals, which set the creative direction for all other assets. I developed the three core Key Visuals for Vanish Pinks, MBG, and Whites, working closely with the client through multiple refinement rounds to ensure alignment with brand guidelines and campaign objectives. Once approved, these visuals dictated the look and feel for the entire campaign.
Vanish needed a fully integrated 360° campaign, Millie 3.0, to promote their latest product range: Vanish Pinks, Vanish MBG (Money Back Guarantee), and Vanish Whites. Each product required its own unique creative assets while fitting within a structured campaign framework split into three strategic segments:
KNOW: Challenge the belief that stains can’t be removed in a quick wash and drive awareness that Vanish works effectively.
THINK: Educate consumers on how Vanish tackles the toughest stains in a quick wash, fostering product consideration.
DO: Encourage conversion by reinforcing that detergent alone is rarely enough and Vanish delivers first-time results.
The campaign required a vast array of tailored assets, including:
- Key visuals for Pinks, MBG & Whites
- 15-second YouTube ads
- 10 & 6-second Meta feed, stories, and TikTok ads
- 6-second YouTube bumper ads
- Display and banner ads
- Amazon A+ & B+ content
- E-commerce banners
- In-store POS materials
- OOH video ads
Additionally, each creative deliverable had to be customised for Vanish’s key audience segments Pre-Families, Young Families, and Post-Families each with a unique messaging framework.
SOLUTION
The campaign’s foundation started with the Key Visuals, which set the creative direction for all other assets. I developed the three core Key Visuals for Vanish Pinks, MBG, and Whites, working closely with the client through multiple refinement rounds to ensure alignment with brand guidelines and campaign objectives. Once approved, these visuals dictated the look and feel for the entire campaign.
With the visual direction locked, we moved into the video ad development phase. I created detailed storyboards for each video asset, collaborating with a copywriter to ensure the messaging was engaging and adapted to each audience segment’s needs. Throughout the project, I played a key role in presenting and refining storyboards, leading multiple client feedback sessions to ensure every detail aligned with the campaign goals.
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For the green jacket garment video, only footage of the model wearing the product was available no flat-lay shots existed, and time constraints ruled out organising a new shoot. To solve this, I leveraged the agency’s internal AI platform, Pencil, using generative tools like Adobe Firefly and Stable Diffusion to create a realistic flat-lay of the green jacket for the before-and-after shot. This AI-driven approach preserved authenticity while keeping the campaign on time and within budget.
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Upon approval, I led the creation of all video assets overseeing art direction, providing guidance on motion to ensure:
With the campaign in motion, I shifted focus to Out-of-Home (OOH) video assets, scheduled for display across airports and train stations throughout the UK. I provided detailed storyboards to the motion designer and oversaw production, ensuring strict adherence to varying size, duration, and frame rate requirements.
Lastly, I briefed the graphic designers on the E-commerce, Amazon, and Display Banner assets—ensuring cohesive visual design, supplying final copy, and performing QA/QC on all deliverables to guarantee flawless execution across platforms.
RESULTS
ROLE
Art Director
AGENCY
OLIVER agency
- Consistent brand identity across all assets
- Adherence to copy hierarchy and key messaging
- Seamless integration of AI enhanced visuals for efficiency and impact
With the campaign in motion, I shifted focus to Out-of-Home (OOH) video assets, scheduled for display across airports and train stations throughout the UK. I provided detailed storyboards to the motion designer and oversaw production, ensuring strict adherence to varying size, duration, and frame rate requirements.
Lastly, I briefed the graphic designers on the E-commerce, Amazon, and Display Banner assets—ensuring cohesive visual design, supplying final copy, and performing QA/QC on all deliverables to guarantee flawless execution across platforms.
RESULTS
- The Millie 3.0 campaign was a resounding success, delivering outstanding results across multiple channels.
- AI Powered Innovation: The subtle use of AI visuals significantly reduced production costs and ensured the campaign met strict deadlines.
- Cross-Team Collaboration Strength: Seamless coordination across copywriters, designers, animators, and VO artists drove efficient production and high-quality execution.
- Multi-Touchpoint Engagement: A diverse range of tailored creative assets ensured high engagement across YouTube, Meta, TikTok, Amazon, and OOH placements.
ROLE
Art Director
AGENCY
OLIVER agency
HERO FILMS
SOCIAL CUTDOWNS
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OOH
AMAZON A+ B+ ASSETS
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BANNER ADS
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WEBSITE CONTENT HUB
