Lysol
A bespoke campaign making invisible product science visible through human-centered storytelling.
Responsibilities
Deliverables
Overview
Lysol needed to explain the science behind air sanitization in a way that felt accessible, credible, and engaging for mainstream audiences.
I created a multi-platform storytelling approach that translated invisible product science into clear, engaging narratives across video, editorial, and social formats, balancing scientific credibility with emotional accessibility.
Creative Approach
I built a visual system that made the chemistry legible at the molecular level, anchored by a character-driven "nose detective" that turned an abstract idea into an intuitive, playful entry point for audiences.
A colorful, mixed-media world brought it to life, combining illustration, motion graphics, and collage, with a microbiologist partner keeping the science accurate and credible.
The core 16:9 explainer was then adapted into platform-native formats:
- A fully illustrated social version that leaned all the way into the character-driven world to simplify the science
- An expert-to-camera version that shifted away from illustration to foreground authority and trust
On Popsugar, I intentionally shifted toward serviceable, editorial lifestyle content, casting an editor to ground the product in real routines and everyday use rather than conceptual storytelling.
Across all formats, the work shifted tone based on platform, from conceptual and character-driven (Vox) to utility-driven and editorial (Popsugar), while maintaining a consistent goal of making invisible product science understandable.