As part of my concepting class at Milwaukee Area Technical College, I developed a strategic advertising campaign for Fresh Wave IAQ, a plant-based, non-toxic odor-eliminating product. The project challenged me to reposition the product in a new and compelling way while focusing on real-world consumer needs.
I came up with the concept of Fresh Wave as a “Social Life Preserver in a Bottle.” The campaign was built around the idea that in socially stressful moments—like a job interview, a first date, or a big meeting—people often panic if they feel self-conscious about odor. Just like dry shampoo can save a bad hair day, Fresh Wave could rescue someone when they don’t have time to wash their clothes but still need to feel confident.
To bring the concept to life, I created both a billboard and a native Facebook ad mockup using stylized illustrations and a quadrant layout to depict various real-life social situations. I chose the tagline “Don’t Mask It. Drywash It” to emphasize that Fresh Wave doesn’t just cover up smells but eliminates them. The visuals were crafted to stand out in both print and social media environments, using emotional storytelling and vibrant design to connect with the audience.
This project gave me the opportunity to blend creative concept development, audience psychology, and visual design into one cohesive campaign across multiple platforms
