The role:
3D Design Support, Environmental Designer (Freelance)
The brief:
3D Design Support, Environmental Designer (Freelance)
The brief:
Tide is introducing the biggest innovation in laundry of the 21st century.
100% concentrated, made of thousands of miniscule fibers, and packaged
in ready-to-recycle paperboard — Tide Evo is like nothing the world has
seen before.
The Challenge:
The experience should drive brand awareness, generate earned media coverage and create buzz via social engagement. Tide’s “Big Idea” for Evo was still in development when the experience was designed so the team had to think of alt sources to make the experience engaging while relevant to the product
The Solution:
Design a space that taps into this audience’s desire for something unexpected and totally
immersive, and deliver a brand storytelling experience at SXSW that brings
to life the innovation, sustainability, and efficiency of Tide Evo.
To overcome the developmental changes, the team first created a campaign-agnostic experience that features immersive, tactile product showcases. Once the campaign was delivered to MKG in February, the team weaved messaging into the experience via 2D assets.
