Clorox

Many of the campaigns were designed to speak directly to professional audiences, including Infection Preventionists and healthcare facility leaders. These audiences required accuracy, clarity, and respect for their expertise, especially during a moment when protocols, pressures, and expectations were constantly evolving.

The concepts balanced straightforward product benefits with messaging that acknowledged the real-world challenges professionals were facing, positioning Clorox as a trusted partner rather than just a product provider.

While the work needed to clearly communicate product efficacy, the ultimate goal was to connect that performance to the people it protects. Each campaign translated technical product benefits into meaningful outcomes for patients, staff, and the public.

By grounding the creative in real-world impact, the campaigns reinforced the essential role of Clorox Professional products and helped humanize the brand during a critical moment for healthcare, public spaces, and essential services.