PERSIL ICONIC
MY ROLE
CLIENT
Photo, TVC & SoMe concept development & art direction
On-location photography art direction (lead responsibility)
TVC production (supporting role)
Pre & post-production of campaign photos & TVCs
Persil
2025/26
AGENCY
HeimatTBWA
Bringing a less traditional attitude to Germany’s most traditional laundry brand.
For years, laundry advertising has been stuck in the same cycle: lab coats, stain tests, and predictable before-and-after demos.
But Persil wanted to move the category forward.
So we created a new brand platform built around one powerful shift:
Persil doesn’t just clean what you wear. It gives you the confidence to face what’s ahead.
The campaign unfolds in a premium visual world, where performance is expressed through movement, attitude and emotion. Instead of leaning on technical demos, it lets the feeling shine through, in the way clothes look, move and give people that little extra something.
THE VISUAL
Inspired by the world of fashion, the new visual identity strips everything back to a clean white stage, allowing the clothes, the movement, and the attitude to take the spotlight.
Bold from afar and refined up close, the campaign breaks away from the category’s typical family clichés, introducing a more diverse cast that feels modern, confident, and culturally relevant.
