Softer. Shinier. Fresher
Downy Fabric Softner
2024
Unrealised work
Agency – Sideways Consulting
Conceptualisation, Execution & Art Direction
Concept 1
Idea: Downy doesn’t just make clothes softer, shinier, and fresher—it makes them irresistible. Not just to humans, but to the world around them.
Concept 2
Idea: Angry Clothes
What if your clothes could talk? And they’re mad—because you’re neglecting them. This concept uses personification to show clothes expressing frustration, sadness, and rage due to the rough, dull, and smelly life they lead without Downy. The solution? Give them a reason to smile again.
