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Position: Pre-visualization Editor & Motion Graphics
Company: Kaplan Thaler Group, Napoleon Group
Projects: Multiple Swiffer Campaigns
Technologies: After Effects, Photoshop, Premiere Pro
The Kaplan Thaler Group, an amazing agency based out of New York, took on Swiffer’s biggest rivals, the mop, and broom. The supporters of these old standbys needed some reason to try a Swiffer. Swiffer is a line of cleaning products by Procter & Gamble and Michael Rand. I have worked on their Swiffer Sweeper, Wetjet, and various dusters.
The way to combat the mop and broom was simple, display the product providing a more detailed and thoroughly clean in less time. This task was easy as long as we stayed honest. I can remember discussions about sparkles after the product swipes over a floor or countertop. Though a fun idea, we wanted the product to speak for itself and not have any artificial enhancements.
Swiffer’s line of commercials was challenging and enjoyable. Every redesign or new line allowed for the chance to outperform the last commercial. Now Swiffer has become a half-billion-dollar brand in fifteen countries.
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