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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.
Downy Rinse x USA Hockey
Art direction, Video Edit, Animation
Using AI-assisted visual styling, I transformed the original locker room location into a Downy-branded space during the pre-production phase. This concept direction helped guide the final set styling and overall shoot execution.
Social media campaign / Meta
Downy x USA Hockey
Design
Social Paid Media / YouTube, Meta, TikTok Downy Rinse x Flag Football
Creating shotlist, Design, Art direction
Animator: Amos Shin, Editor: Matt Jameson
For this project, videographers were sent to live Flag Football games to capture authentic interviews with parents and youth athletes. The campaign highlighted how Downy Rinse helps remove tough sweat odors from jerseys after intense gameplay. As a designer, I supported the pre-production phase by creating shot lists and art direction guidelines for the video team, and collaborated with the animator on branded opening overlays during post-production.
Owned social content/ Meta, TikTok
Downy Rinse & Downy Liquid 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.
Factsheet
Editorial design, Illustration
Agency: M Booth
Managing Creative Director: James Spector
Associate Creative Director: Steve Gumbrecht
Copywriter: Natalie Dogget
Designer: So Youn Chun
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