Developed "The House Always Wins" campaign for Febreze PLUG, positioning the product as an essential element in transforming a house into a home. The creative strategy centered on authenticity over aspiration—following a woman's genuine journey through multiple life stages as her space evolves alongside the consistent comfort of Febreze.

Wrote and creative directed a :30 spot showcasing 50 days of home evolution through wardrobe changes, growing plants, lighting shifts, and evolving décor—all anchored by Febreze PLUG's continuous freshness. Collaborated with director Shelley Lewis (Good Times) to craft a narrative that felt lived-in rather than staged, celebrating the organic messiness of making a space your own.

Managed intricate production logistics across five distinct time periods, each requiring specific wardrobe, hair, nail, and set dressing changes. Directed comprehensive pre-production including detailed boards for wardrobe (including 5 looks for the lead), hair/nail design coordinated across scenes, and art direction balancing minimalist-to-maximalist evolution while maintaining Febreze blue brand moments throughout.

Partnered with Hootenanny post-production to re-score the original music and execute sophisticated VFX including the signature "breath visualization" effect, microchip technology animation, and product integration throughout. Developed web banners, pre-roll, and multiple cutdowns while maintaining creative cohesion across all deliverables.

Executed complex cinematography with DP Isiah Donte Lee, including 360-degree turntable shot on giant dolly and spin track, seamless time transitions showing space evolution, and precision lighting design that balanced natural daytime warmth with evening glow—all while ensuring product visibility remained paramount, yet organic across every scene.

Assembled a predominantly female and multicultural production team from top to bottom—female director (Shelley Lewis), all-female talent, female-majority crew, and diverse vendor partners. Operated with a crew model that prioritized efficiency without sacrificing creative excellence, proving that intentional hiring practices and streamlined operations can elevate both the work and the process.