2023-2024 DePaul AAF Competition: Tide
As Creative Director for DePaul’s 2024 AAF Tide campaign, I led a strategy that elevated cold-water washing beyond a gimmick.
The brief? Get Zillenials to cold-wash their clothes. Research showed most already did.
So we reframed the message around what mattered to them: clothing as self-expression, and the preservation of secondhand fashion.
The campaign’s multi-touchpoint approach highlighted individuality and sustainability, anchored by our tagline.
If it’s got to be you, it’s got to be Tide.
OOH
Social Series
Tide x Goodwill: Cold Fit, Cold Wash
Tide and Goodwill are teaming up to celebrate individuality, sustainability, and style. Every thrifted piece tells a story. Now, it carries a Tide tag, inviting buyers to share their thrifted fits online for a chance to be featured in our social series. The partnership highlights how re-use and cold water washing go hand in hand: thrifted clothes last longer when washed cold, saving energy while protecting delicate fabrics. Together, Tide and Goodwill show that personal style can be both bold and sustainable.