I led a multi-format video campaign positioning Clorox as the trusted antidote to the mold and mildew misinformation flooding the internet, featuring interviews with R&D scientists and easy-to-follow demos shot for TikTok, YouTube Shorts, Instagram Reels, and paid streaming. I designed the storyboards, worked directly with four Clorox scientists to develop their on-camera presence, and built platform-specific hooks that made expert content feel native rather than clinical. Multiple videos achieved 85–95% of views from search, proving that when you answer what people are actually looking for, the algorithm follows.