Art Direction / Global Campaign
American Standard ~Porcelain Valley
Spring 2017
American Standard, a category leader in bathroom and kitchen fixtures, was revealing a new, innovative self-cleaning toilet. A "unicorn", one might say. Introducing, "Porcelain Valley" where American Standard's most innovative products are developed, beta-tested and launched.
The new brand platform positioned American Standard as leading the category in technological advances and gave them a fresh, new voice to approach younger consumers. The idea became much larger than the original brief for a :30 TV spot, and eventually came to life as a campaign manifesto, a Steve Jobs-esque spoof demo video, broadcast television, print advertising, social videos and swag promoting the idea internally at American Standard HQ.
Project Details: As Sr. Art Director, I was responsible for the original concept (see Post-It note below), guiding clients through storyboard sketch phases, director searches, casting, set vision / styling, day-of guidance and feedback integration, and post-production edits and final delivery. Writing by Janelle Erickson, overall creative direction by Hans Hansen.
Directed by The Norman Brothers
The new brand platform positioned American Standard as leading the category in technological advances and gave them a fresh, new voice to approach younger consumers. The idea became much larger than the original brief for a :30 TV spot, and eventually came to life as a campaign manifesto, a Steve Jobs-esque spoof demo video, broadcast television, print advertising, social videos and swag promoting the idea internally at American Standard HQ.
Project Details: As Sr. Art Director, I was responsible for the original concept (see Post-It note below), guiding clients through storyboard sketch phases, director searches, casting, set vision / styling, day-of guidance and feedback integration, and post-production edits and final delivery. Writing by Janelle Erickson, overall creative direction by Hans Hansen.
Directed by The Norman Brothers
