I led creative direction and production for Clorox’s first fully social-forward product launch across TikTok, Instagram, YouTube, and paid media. The campaign broke from traditional, staged production by using an iPhone, real environments, and an R&D scientist as on-screen talent to tell a clear problem-solution story. I concepted, storyboarded, designed sets, directed on site, and oversaw post with a cross-functional team. The work outperformed prior organic campaigns and was adopted by paid media due to strong performance.