Woolite — “Takes Care of the Clothes That Take Care of You”

For Woolite, we wanted to go beyond detergent claims and speak to something more emotional: the way certain clothes make you feel. Instead of using fashion photography, we leaned into hand-drawn illustrations—letting the viewer project their own memories, moments, and connections onto the work.

The campaign centered around a simple truth: some clothes aren’t just clothes. They’re confidence, comfort, nostalgia. And Woolite isn’t just about washing them—it’s about preserving what they mean to you.

With a soft, personal tone and art that stood out from typical category visuals, the work resonated emotionally while still delivering on brand.

Client: Woolite
Agency: Leo Burnett
Role: Art Director