I led creative direction and production for Clorox's first fully social-forward product launch across TikTok, Instagram, YouTube, and paid media, deliberately breaking from the brand's traditional staged production by shooting on an iPhone in real environments with an R&D scientist as on-screen talent. The brief was simple: make a cleaning product feel like something a real person actually uses. I concepted, storyboarded, designed the sets, directed on site, and oversaw post from start to finish. The campaign outperformed every prior organic launch and was adopted by paid media, the clearest possible signal that the creative direction was right.