My role: WaterHog’s Director of Marketing reached out in the spring of 2025 interested in a brand awareness campaign with a focus on TV. The original ask was three TV concepts that hit on WaterHog’s new brand positioning statement, ‘Designed to be Disrespected.’ I concepted and wrote three TV spots, one of which was ‘Dirty Secrets.’ The original idea featured a neighborhood BBQ where each guest walked in and whispered a dirty secret to the host (ex: ‘I stepped in goose doo’ or ‘there’s definitely gum on my shoe’) before walking into the home. If only the host had a WaterHog mat to knock out those Dirty Secrets. The production company Juice Factory assisted with scripting. The client loved the humor and how it allowed us to showcase the product in a variety of common situations. They picked Dirty Secrets and we moved into pre-production.

During pre-production for reasons unrelated to the creative the brand decided to pivot. They wanted to reimagine the idea for social instead of TV. The challenge was distilling the idea from a :30 narrative with dialogue and voice over to a static image on IG and Facebook.

I led the updated concepting effort and partnered with Juice Factory to shoot the campaign at their studio in Atlanta. We hired four actors, to play an ensemble of six characters, each with a visibly dirty secret.