Driving trial at scale for the most powerful clean in any universe

Tide was launching its most powerful—and most expensive—detergent ever: Tide Power Pods Oxi Boost. Launching a breakthrough formula in one of the most competitive aisles in retail—a space cluttered with bold claims and louder packaging—meant a typical demo wouldn’t be enough. We needed trial at scale. And to get there, we had to create an experience big enough to stand out in-store, break through online, and drive demand.

Consumer testing showed that once shoppers tried Tide OXI Boost, they became believers. So rather than tell them, we invited them to experience it themselves—by pairing the world’s most powerful clean with the world’s mightiest heroes. And with Captain America returning to theaters, we found the perfect cultural moment to make every purchase feel like a hero move.

CLIENT
Procter & Gamble / Tide

PROJECT
Commerce Activation + Toolkit for the launch of Tide Power Pods Oxi Boost

ROLE
Creative Director

Full-funnel storytelling

We partnered closely with the above-the-line agency behind the Collateral Stain Stories launch campaign to extend its cultural impact into commerce. Working together from the earliest planning stages, we identified where campaign moments could live—and perform—with a full-funnel approach. We collaborated throughout production to drive efficiencies, capturing modular assets designed to scale across PDPs, brand pages, and retail media. The result was a seamless translation of cinematic storytelling into shoppable experiences, allowing the Collateral Stain Stories narrative to live everywhere shoppers encountered Tide.

Evergreen ecomm support

Alongside the MCU-focused campaign, we developed a full suite of best-in-class enhanced content designed to work without celebrities or licensed properties—yet feel just as heroic. We focused relentlessly on product efficacy, using the same super-heroic tone and visual energy to dramatize the power of Tide Oxi Boost against extreme stains. Built specifically for digital shelves, this content ensured the product story remained clear, credible, and conversion-ready—long after the TV buy ends.