360 Integrated Campaign – Digital, Social, Earned, Paid, TVC
Lead Creative, Lead Art Director,
Copywriter, & Designer
ECD: Megan Skelly
Group Creative Director: Matt Zavala
Lead Art Director: Schuyler Higgins
Copywriter: Derekh Froude
Production House: Kin
Directors: Ali Roberto
Editor: Tina Mintus
Producer: Denise Sante
THERE'S A NEW SPICE IN TOWN AND IT'S #MADEFOREVERYONE
Schmidt's is challenging the biggest brands in the deo biz by flipping conventional tropes like hyper-masculinity and outdated gender norms on their head. And we're doing it while tackling the biggest concern for people switching to naturals: FOBO (Fear of Body Odor).
We've partnered with soccer super star and certified badass Megan Rapinoe, who embodies the modern, more inclusive, aluminum-free, all-natural Schmidt's spokesperson, your woman, man, or person, and even the Old Spice man Isaiah Mustafa could smell like.
We launched our campaign with Megan cheekily tweeting at Isaiah to challenge him and his fans to make the switch to Schmidt's. Debuting our hero spot that was creative directed and written by me and directed by the incredible Ali Roberto. We've got more creative coming, so keep your eyes and your pits on the look out.