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Downy
360 campaign, 2025 - Present
Downy features two core product lines with distinct purposes:
the performance-driven Downy Rinse and the sensory-driven Downy LFE. As a designer, I develop distinct visual identities for each line while maintaining brand cohesion across digital campaigns, contributing from pre-production through post-production.
Owned social content/ Meta, TikTok
Downy Rinse & Downy Liguid Fabric Enhancer
Design, Animation
Downy Rinse
Built around the “Rinse & Refresh” message, the Downy Rinse visual system emphasizes powerful odor removal through images or cultures related to sports and active-lifestyle. Navy and teal-green tones were used to create a bold, athletic look that reinforces the product’s strength, performance, and freshness.
Downy LFE
For Downy LFE, the visual direction emphasizes softness, comfort, and nostalgia. A baby blue palette was used to evoke a cloud-like, airy feeling, while the imagery leans into warm, cozy moments that mirror the product’s softening benefits and emotional scent profile.
Downy LFE Getaway Launch
For the Downy Getaway Series launch, I developed a templatized design system that translates scent into a sense of travel. Inspired by iconic cities around the world, each fragrance was visualized as a “ticket” to its destination inviting users to experience the city through scent. This modular design system ensured visual consistency across content while allowing each city’s personality to come through in a distinct yet cohesive way.
Social Paid Media / YouTube, Meta, TikTok Downy Rinse x Flag Football
Creating shotlist, Design, Art direction
Animator: Amos Shin, Editor: Matt Jameson
Factsheet
Editorial design, Illustration
Social media campaign / Meta
Downy x USA Hockey
Design
Downy Rinse x USA Hockey
Art direction, Video Edit, Animation
Agency: M Booth
Managing Creative Director: James Spector
Associate Creative Director: Steve Gumbrecht
Copywriter: Natalie Dogget
Designer: So Youn Chun
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