54/54: Done?, Directive: Empathy

He was elated. He finally felt exactly why the end of the syllabus described a need to “begin the healing process”. As he sat there, his hands stinking of detergent, he thought of one thing only: his clean clothes and a warm bed. Both made possible and “homey” by Tide, the thing that haunted him for an entire semester. Also the feelings he felt were empathetic, perfect for his final effort in the project. He was a ghost, and there he sat, haunting his own room and computer, ready to be finished.

Photo on 5-1-13 at 11.43 PM

52/54: From The Perspective of a Tweenager, Directive: Evil

My mom is the meanest person ever. Like, she is completely evil. Today she handed me a big orange bottle of laundry soap and told me I need to start washing my own clothes. That I’ll need to know how when I go to college. That’s like forever away! I’m in 8th grade, lady!

Ugh, how do I even put this in the washer. Wait, is this crap blue? That’s kind of awesome. I could totally throw some of this at Cody and he would squirm. Ew, it feels all weird too. I bet doing my laundry won’t be so bad.

(Even through hate, Tide can make you happy.)

49/54: A Conspiracy, Directive: Evil

There’s a conspiracy that exists right underneath your nose: Gain and stains.

Now that you hear it, it sounds so clear and easy to associate. Gain works with the stains and doesn’t clean them in order to make you use more of it. In other words: Gain is in cahoots with your dirty clothes.

Stop letting this conspiracy continue and use some Tide.

46/54: Androids, Directive: Empathy

In Focused Inquiry this semester, we did an extensive study of empathy. In the novel Do Androids Dream of Electric Sheep? by Phillip K. Dick, police use empathy tests to study if a suspect is an android. The empathy tests are of dubious ethics, using questions pertaining to animal cruelty as well as human emotions. But a lot of that test could involve things we all feel about Tide, like a feeling of home. Asking the android about someone’s childhood home burning down could help to figure out that they are one of the rouges.

44/54: Jammy Pants, Directive: Reflect

While focusing on a detergent brand, I sometimes forgot about the feelings I associate with the clothes I wear. Changing at the end of a day into jammy pants helps me to think about all the things going on in my day. The fresh scent emanating encapsulates how I feel and lets me think about what I did that day.

42/54: Remembering, Directive: Compulsion

Not all compulsions are great. My main compulsion is procrastination. But when I lean over and smell my clothes, I remember the house that raised me and the lessons my mother told me. This simple lesson helps to curb my distraction and keep me on track. I think that this “Feeling of home” could be used in a whole series of legs throughout multimedia to relate to college students.

40/54: Too Much At Once, Directive: Compulsion

At home, my parents buy big bottles of Tide. In a house that once was home to five, with three of them boy children, a lot of detergent was necessary. My mother always complains that my Dad uses too much Tide. Enter the Tide mini-cap, for conservation:



The cap would only be able to hold one load’s worth of Tide, making it very unlikely for my dad to pour too much. There could also be an installation on the Tide nossles and the cups for powder to encourage it to last longer across the brand line.

38/54: Tide Weather

The town of laundrysvania has some odd weather: They’re rain is thick and blue, their snow is a fine powder and their hail…well their hail is the weirdest of it all. See the video below:

As you can see, their hail is gigantic, blue orange and white blocks. It’s a serious problem, but boy is that town clean.

Each Tide is for a different season, just as each tide has slightly different use.

37/54: The Auto Loading Hamper

So I always find it weird that we have to bend down to pick up clothes out of a hamper, bring them up to the slightly different leveled washer, and then throw them in. A solution: The auto load hamper, including a spring and a simple jack.

This is the classic situation:

Storyboard 2

With the auto loading hamper you would jack it up to the height of the machine.

Storyboard 3
Storyboard 1Then you would use the spring to tip the laundry into the machine:


Easier times!


36/54: Fix Your Mistakes, Directive: Axiom

An axiomatic principle: We are human, therefore we make mistakes.

We have things to help us fix our mistakes, like erasers. Why not extend Tide to Go as an eraser for your clothing mistakes? Show it as a physical eraser, like below.


It helps to downplay stains as non-threats, and makes Tide your ally in a battle where you shellack your opponent.


35/54: Load It Forward, Directive: Axiom

What if Tide planted Tide bottles in Laundromats and dorms across the country with these simple instructions on the back:


There’s a simple axiom in life of “Do unto others as you would like them to do unto you”. So why not put a way to help others out directly in the hand of those who need it most?

Load it Forward everywhere where detergent might be scarce.

34/54: Without Evidence, Directive: Axiom

Most would say we have different cleaners for a reason. But Tide is so great, why not have just it?

Well, because it hurts. I tried cleaning my sink and shower with Tide liquid and then a Tide pod. Simply put: It didn’t work out.

I found that it made things sticky and smell strongly of Tide. This might have something to do of the higher concentration Tide started using in the last decade. The Tide Pod, when it burst as I scrubbed the shower, created an awful stinging on my skin. I don’t think we’re meant to handle the inside of those things.

31/54: Clean All Around

Tide has a terrific set of brand values. Tide invokes home, family and cleanliness. It also has a whopping market share. So why not associate other things I should use that Proctor and Gamble creates? For example, a coupon spread with both Old Spice and Tide, with man’s clothes, saying “Why would you put clean clothes on a dirty body?”. Associate the two brands and I’m more likely to buy both.


30/54: Tide Sheets

This was an excursive in stepping out of my comfort zone and doing things I am both bad at and/or haven’t done before. I’m not much of an artist, and I had never done this much with creative retiming and drawing. I like it though, and will do some more.

28/54: Every Single Day, Directive: Quotidian

Most people simply don’t have to do laundry that often, and Tide has worked really hard (with Tide-to-Go) to make sure people don’t do it more, and that when people do it, it can be pretty painless (Tide Pods). But that causes a problem: Why would you discourage people from thinking of your brand daily?

Bring in marketing freebies: A tide calendar, perhaps, to remind people of laundry tips and tricks while checking what they have for the day. I really like the idea of a Tide-based rewards system, similar to a mycokerewards style system where the more you use the better the rewards. It would make people think more about it because there would be steps to make sure you collected something that is basically free.


27/54: Halfway Where?

For the Jewish holiday of passover, homes are thoroughly cleaned throughout in an attempt to remove all leaven from the household. I think that if Tide targeted Orthodox Jewish homes aggressively, they could associate the washing of all the clothes in the house with Tide.

It could be clever…Tide with a yarmulke, or Tide made out of matzah. or It could be straight up, Orthodox Jews just love talk of God liking things and/or straight talk.


26/54: The Detergent Code, Directive: Decipher

Venice Twilight

That’s Monet’s Venice at Twilight. A masterpiece. But something’s different. What if I were to tell you that there are secret Tide clues hidden throughout history?

Tide was the first synthetic detergent. Do you think that it took humanity until the 19th century to come up with the recipe for such a concoction? No way! Secret orginizations have been trying to keep us away from it for much of recent history. Luckily we now have easy access to it!


25/54: As The Tide Turns, Directive: Emotion

Imagine a story of star-crossed lovers. Zoe the heir to the Tide fortune and Ryan a higher-up at Gain. In this fictional universe the companies’ rivalry is unmatched across industry. Over five episodes their romance gets tested as one of their friends turns against them, others betray them.

What is more emotional than a soap opera?

I wrote out a detailed sequence of events that would happen across the events, below is an image of that handwritten note.


24/54: Tide and Downy: Together at Last, Directive: Compulsion

What products do you need to have together?

Some cross marketing has occurred in the past.

Peanut Butter and Jelly

Salt and Pepper

So why not make Downy the yin to Tide’s yang. They’re both Proctor and Gamble products and are companions. If a conscience marketing decision is made, then a compulsion could be developed to buy them together.

22/54: Tide For Every Season


Why should there only be Tide in a Spring scent?

Why not introduce a Tide for each season as a brand extension! A winter tide that smells a bit like home and pine cones and Christmas. A summer scent that encapsulates the feeling of freedom and sitting on a beach? Or maybe even a fall tide that smells like nature and leaves.

Phasing them in and out can help people feel at home in the new season and would be a pretty great cash grab for Tide.

21/54: The Ten Best of Tide’s Twitter

So in my earlier post I ragged on Tide’s twitter pretty bad. So why not show you all the top Ten Tide Tweets?


Nothing more to say than they’re both solid “I lose socks in the dryer” joke.


A funny little snippet about stealing change you find in the dryer? I can dig it!


Man, this ad was the best ad about in this CRAZY super bowl. If it weren’t for Beyonce it would of completely stolen the show. Solid story, not too long, perfectly about football. You think its going to play to stereotypes at the end, but instead it just shows the wife as a Ravens fan instead. The tweet is boring which is why it comes in at 3.


As someone who loathes putting away their clothes, I completely agree.


“The tides are changing” Tide + Puns = Awesome


Is this a sexual joke about laundry detergent?


I’ll take it! I would love that dart board!


What a solid P&G en cahoots strategy! It’s a solid strategy and this tweet is short and sweet.


What a solid use of Throwback Thursday! Beautiful!


It’s the first day of spring! And because Tide Pods are “Spring Meadow” this is the MOST RELEVANT TWEET!

19/54: Tideman!, Directive: Decipher


Art by noted roommate and artist Reed Price

Tideman! Solving crimes with his deductive powers and supply of Tide-brand cleaning products!

In a town that needs nothing more than to be cleaned up, Tideman busts on to the scene and deduces each case one at a time. (Much like Batman, the world’s greatest detective). His one weakness? He melts under extremely hot water!

His archnemesis is Slug Dude, a gigantic slug who wants to rule the city and dirty it up so all its people live in filth.

In this thrilling tale, Tideman runs around cleaning the city up-literally, while deducing his way through the case! Boom!

17/54: Halftide, Directive: Axiom

I have basketball on the brain. And there is an established truth in college basketball: halftime games suck! You never get anything too useful (mostly footballs, etc) and they ask you to do either super-easy or impossible tasks. We’ll Tide and I can fix that.

Halftide: The Tide Halftime Game.

1) A lot of players would be involved- most halftime games are boring because they involve but one or two people in an audience of 9000+ spectators (some stadiums hold WAY more). In this case, there would be two squads of 5, or 10.

2) Fun to watch. What the players would do would be a little embarrassing so it would be good for the fans to watch.

3) Good prize. Since it would be laundry themed a trial tide pod pack could be passed out to all of the established fans (who do laundry often) and the students (who, well, don’t)

In this game, a squad of five stands around the arc. Each player holds a basketball. In order from one side to the other, each player spins in place 10 times and then runs around both hoops (stumbling). They then line themselves up on the free throw line and make their shot. Each player does this and which ever team gets five dizzied shots through the basket first wins.

I chose this motion as it would resemble a washing machine. Like you know, Tide.

15/54: Cleaning Madness

As some of us obsess over the craziness that is March Madness (#LetsGoVCU), what if we had the ultimate showdown of cleaning products, who would win?

Various factors were considered when seeding including: market share, variety of uses, length of time on market and success rate. I also broke the bracket of 16 into four groups of four- Wipes, Liquids, Solids, and Sprays.

1) Clorox Wipes
2) Scotch-Brite
3) Microfiber rag
4) Pledge wipes
1) Lysol
2) Clorox All-Purpose
3) 409
4) Windex
1) Liquid Plumber
2) Tide
3) Lysol Toilet Bowl Cleaner
4) Resolve
1) Sponge
2) Brillo
3) Mr. Clean Magic Eraser
4) Swiffer

Below is the bracket:


The final game (between #1 seeded Lysol and the hero of our story #2 Tide), Tide makes a valiant victory over Lysol and the whole cleaning world celebrates, much like when Duke loses.

14/54: Making Decisions, Directive: Cognitive

This morning I decided to apply physical Tide to making decisions, a part of what “cognitive” means. Instead of doing my morning routine well, routinely, I instead flipped a tide pod for what do to do.

Heads is pictured on the left, with tails on the right.


Most Greaterest Tide Pod, oh what flavor of coffee should I drink this morning?
House Blend (heads) or Ultra Dark (tails)?

Heads! House Blend!

Oh great Tide Pod of Destiny, what should eat for breakfast?
Raisin Bran (heads) or Mini-Wheats (tails)?

Heads! Raisin Bran it is.

My father, my Pod, how should I be able to see today?
Contacts (heads) or glasses (tails)?

Heads! Wearing my contacts today!

Tide Pod Sansei, what color shoes should I wear today?
Red Vans (heads) or Blue Vans (tails)?

Heads! Red shoes for today!

After those four questions I flipped the pod over about 20 times: It seems like it lands on heads a wide majority of the time. I probably should of tested that beforehand…

13/54: The Tide Fund, Directive: Decipher

What have I deciphered about Tide’s brand? I found that Tide’s brand is a promise- a promise of clean clothes is a promise of home. I designed a life skills outreach for Tide to go along with their excellent disaster relief efforts.


The Tide Fund would work in two settings: high schools and halfway houses.

a) In high schools
Recently, many high schools are introducing life skills classes to help actually prepare students. (I graduated with the ability to predict values on a normal distribution but without the ability to balance a checkbook.) Why not stem the flow of high schoolers who go off to college without any idea how to do laundry by having Tide put free detergent and inexpensive washing machines in their high schools? Laundry is a required life skill- we all wear clothes! Hook these students up with some free Tide on their way out of high school and send them off with good wishes and an Easy A. (And Tide could continue to increase its market share.)

b) In halfway houses

Now high school is where most people in America begin their foray into independence, others have a rough start. What could be better for the tide brand than instilling in people who want to be reintroduced to the world that Tide equals home? Do a similar education program as with the high school in halfway homes, low security prisons, and juvenile detention centers across the country. Make Tide a part of their recovery and they’ll associate it with the time they became proud of themselves again- lifelong customers.

Doing good things can represent the trust I find in the Tide brand- and it wouldn’t be to bad of a marketing scheme.

12/54: Tide-to-Pope, Directive: Soul


Who actually wears all white? Our new pope of course!

Imagine that moments before the photo above (courtesy of The New York Times) an exchange happened between the newly crowned Francis I and those cardinals accompanying him.


Oh no!


Popa, what is wrong?


While taking my first communion, I must of spilled! The wineblood of our savior is on my holy robes!


Where is it? I can’t see it.


It is quite small, but I cannot go out looking as such! I must symbolize the strength of our church and of our Lord. Can either of you do anything about this?


Ah Ha! I have a Tide Pen to assist you, your holiness!

(As CARDINAL ONE leans down to help the pontiff, FRANCIS speaks)


The face of the lord truly looks to us on this Italian evening!

Moments afterward, Francis would walk through those curtains onto a new life representing the Catholic Church. Thanks Tide!

10/54: Fresh and Clean, Directive: Soul

This is actually the very first project I began work on. It stemmed from the fact that Tide is an individual. Instead of blending in it’s super bright orange and sticks out on a shelf. I thought a really sassy song declaring its independence would be kind of awesome. Enjoy!

Also here is an earlier take that wasn’t as good, with even more vocal harmony problems!

9/54: Stain on the Brain, Directive: Cognitive


(The brain is from here, and the stain is from here)

I thought about cognitive and cognition and how I thought the best. I thought the best when I have peace of mind. Part of that peace of mind is having clean clothes put away in their place. Stains make it dirty and haunt you. How do you clear your mind? Through Tide, of course! Below is a brainstorm with arrows I did in a room in the library to find this idea.


8/54: A Study In Plops By Tide’s Twitter, Directive: Axiom

An axiom can be an established truth. An established truth I held was that Tide’s marketing team must be better at this than I, the tragically-behind tragic hero of this Project 54.

Problem is, I followed Tide on twitter about a week into Curiousness and their marketing team is very “plop”-oriented. Here’s five of my favorite Tide-sponsored “plop”s.


Now this is a plop if I have ever seen one! It’s a stain photoshopped on and off with a picture of a Tide To Go in the middle! It might of been a little bit better if they use their new stain square thing and made the ad square, but there is no doubt that Tide is acting as a Deux ex Machina here!


I find their use of trending tags like #YoureMoreAttractiveIf kind of funny, but just throwing a fishbowl full of Tide pods at the concept doesn’t make it good! (Even if Spring Meadow Tide Pods are the bomb)

An honorable mention in the hashtag category is this loosely connected to detergent #WaysToMakeMeMad seen below:


Oscar night! Full of Stars- its simply magical! So why not do nothing but add text to a picture of tide pods for the occasion?

Also from that night: Tide Boost in a supporting role- which is actually kind of a clever idea, I’ll give them that.


Now you wouldn’t think that it would be possible to plop in real life, but plopping in reality creates a twitpic all the lazier. It’s Miss New York USA with Tide Pods! Not looking at the camera! Look we’re hip! Please?


Now this here really takes the cake, there’s not even text to remotely explain how a fishbowl won a race for stock cars! I didn’t even know tide could only spin to the left…

7/54: I Like Sun Days More Than Others, Directive: Soul




Slight Changes:


(The source material is from http://dragoart.com)

This idea took much more brewing in my head than it did clicking of my mouse. While the photoshop may be the end product, it is important to see how I got there.

I think of soul as a center. Whether that is a spiritual center as many see it in a person, or a physical center, such as our planetary system to our sun.

So let’s put Tide at the center of us all. (I also loved connecting the orange of the sun with the bright orange of the Tide bottle.)

I see that this is dangerously close to a “plop”- but I hope the central idea of the thoughts of what Tide offers being at the center redeem that execution.

Thus ends this midnight posting spree.

6/54: Better Idea Than Execution, Directive: Emotion

When brainstorming “emotion”, the emotion I settled on as the strongest in relation to the Tide brand was “security”. So I went from there and found myself on padlock. Because Project 54 is about the idea, the poor execution below will hopefully help convey my premise.


Much to my delight, it also somehow degraded in quality between its creation and its posting.


The powerful things that connecting the imagery of an iron-clad padlock to the security offered by the home-bringing smell of tide are endless!

5/54: The Tide Pod Pod

What if you could just TRY Tide Pods?

Tide Pods, at first, look pretty and convenient, but their price makes them pretty inconvenient.

Tide Pods, at first, look pretty and convenient, but their price makes them pretty inconvenient.

So instead of the $12 dollar bag of Tide Pods, you could buy four for $3 or $4- heck you could even promote them for $1 to get people hooked. I designed a prototype below:


I first attempted to fit four in and then failed at making my “pod” large enough. In the real product extension, it would be made of plastic and resealable, similar to the large bag I removed my pods from.

4/54: Don’t Make An Ad


The clownfish is from fanpop.com, while the logo, fishbowl, and pod are from Tide. The water in the fishbowl is a royalty free stock photo.

One of the major stipulations of Project 54 is “don’t make an ad”. But I thought that this idea was good enough to execute anyway. (It also couldn’t ever be an ad, as you’d have to license the name of the Dr. Suess book.)


3/54: A Cloudy Present, Directive: Cognitive

I’ve been faced with a problem recently: My head’s been quite cloudy. When faced with “cognitive”, well, I couldn’t help but think the things Tide promises for clothes would be useful.

A mind as clean as my clothes. I could only dream.

At first I thought of a miracle pill or liquid as a brand extension.


But then I realized it was more of a dues ex machina then I expected: It would be tide fixing all the problems. Since I wasn’t prepared to give up on my little orange and blue pill I decided to make it a little more flawed.

You can overdose on this Proctor and Gamble masterpiece. It’s sort of bad to take more than just the one every once in a while, too. Sort of like certain painkillers: If you use them all the time there’s a deep problem and you should see a doctor.

If I could just pop one of these bad boys on a Monday afternoon like today, and for once be able to think clearly, I could have enough productivity for the whole week!

So positives: Clear head and an increase in productivity. Negatives: Take too many and you’ll have what competitive eaters call a “reversal of fortune”

2/54: Bad Dudes, Dirty Clothing (or Project 2: Project Harder)

This idea began with the concept of dirty clothes running away from Tide they were so scared of its cleaning power. Quickly after attempts to film using real clothes, I decided that using simple paper marionettes was a good solution. Below is a gallery of puppet construction.

I affixed wire to the top to make the string more stable and we got to filming. I used my friend Chelsea and roommate Reed as other marionette operators (I was Tide)

I decided that making it silent and have a short story would be best, so we didn’t have to worry about sound. Filming itself took about 20 minutes to complete 20 seconds of somewhat usable footage. I wish I had either planned better or had at lease filmed more.

Below is the finished product which comes down to “so bad it’s kind of funny to laugh at”

I am extremely excited for my project tomorrow, however. I think I can make it much better than my last two projects, that I consider failures.

1/54: Poor pouring

So let’s try to be honest- If I told you I found Project 54 anything other than daunting, I would be lying. My solutions to unrest about schoolwork are either procrastination or getting ahead. It was made very clear that procrastination was not an option here, so last week, before the project even started, I tried my hand at my first idea.

The idea was to create an animated gif of Tide pouring into the tide logo- symbolizing how the blue of the liquid was so far linked into what the brand represents. Liquid Tide comes in varieties of blue and orange while it could easily be a clear or white liquid. This is simply another facet of the brand.


The aforementioned clay.

I went immediately to clay when thinking about what to make the “mold” of, so my roommate and I ventured to the art student haven of Plaza Art to purchase an ungodly 25 pounds of clay.

I took out the clay and flattened it into a very large slab and started molding. As someone who hasn’t worked with clay since they were a child, I found it quite fun.


Below is a gallery of pictures of the process, from initial splat to the finished mold.

After the mold was completed, I set up my camera to film the pouring of the Tide. Unfortunately my camera disappointed me by malfunctioning and not writing the video to my SD card. Because of leaks in the outsides of my letters, I had no choice (aside from suing Nikon) besides to take a picture and dispose of the mold.


The filled mold.

So, due to a tragic camera malfunction my first project was unsuccessful. (Unless you count that the mold took up all my laundry detergent.)