This project started out of curiosity. AI tools had moved so fast that I wanted to get back into the craft, and what began as personal experimentation quickly became a suite of assets deployed across paid social for Persil's Wonder Wash range.

The campaign targeted affluent urbanites who needed convenience without compromise. I ran a photoshoot capturing real city moments alongside AI-generated imagery, placing the product naturally into scenes rather than compositing it in Photoshop. Flash and film photography is huge within this audience, so the grain and texture felt native rather than polished.

For the product imagery, I wanted to go beyond a standard pack shot. Neon light trails and tactile textures wrap around the bottles with kinetic energy.

Each variant had its own creative world. Odour Defy was anchored in sport and movement, tennis courts, tube journeys, city cycling. Sensitive leaned softer, with cloud-like textures and pastels communicating gentleness without a word.