THE ASK
NOBODY WANTS THIS GREASY MESS
have you ever been to a dinner party where grease and grime made the guest list? to celebrate dawn powerwash’s new “cut loose” campaign, dawn partnered with netflix star and self-proclaimed superfan JACKIE TOHN for an intimate after-dinner experience in new york city.
“WHO’S JOSH?”
to launch our partnership, we tapped into one of the many qualities that makes jackie tohn so entertaining to watch: her chaotic yet deeply affectionate dynamic with her mom. built around jackie’s real-life dawn powerwash obsession, the comedic instagram reel blended relatable family banter with product usage that showcased the brand’s grease-cutting power in a way that felt playful, authentic, and unmistakably jackie.
“AFTER-DINNER”
we transformed SHiFT midtown into an immersive, bubble-filled dawn powerwash dreamscape using projection mapping, animated spray motifs, and shimmering blue glass installations that playfully nodded to the dishwashing experience.
SPRAY & WIPE
imagine a dirty dinner plate, then make it huge. covered in cheesy, greasy chaos, our interactive dirty dish installation let guests test dawn powerwash dish spray in real time and experience the product superiority for themselves.
DANCE ‘TIL DAWN
jackie’s recap video highlights the evening’s “cutting loose” festivities –– from experiential photo ops and larger-than-life installations to a live conversation with dawn’s in-house scientist unpacking the product innovation and grease-fighting technology that makes dawn powerwash a dinner party essential.
TEAM
CREATIVE DIRECTOR
elizabeth kim
SENIOR ART DIRECTOR
stacy magallon
PRODUCTION EVP
russell pinto jr.
SENIOR COPYWRITER
peter christian
LEAD PRODUCER
suzy mccormick
DIRECTOR OF PRODUCTION
jordan schroer
PRODUCTION PARTNER
little red bean
PHOTOGRAPHER
sara kerens