PS The New Clean—a hospital-grade formula developed by Metrex—was introduced to consumers through American Home Health. I led the creative across packaging, print, and in-store marketing while the brand searched for a breakthrough launch idea.

To introduce the product at scale, I developed and pitched multiple concepts for a Super Bowl television spot. The final idea imagined a world where families resort to extreme measures—biohazard suits—to protect themselves from germs and viruses. The contrast made the message clear: there’s a simpler, less uncomfortable way to keep your home safe.

The campaign launched across TV, packaging, print, and retail in record time, delivering a cohesive, high-impact rollout ahead of the scheduled kickoff.