Especially in tumultuous times like now, we need the idea of “home” even more. I know I do. Tragedies affect me so much. The simple things, like how clean my clothes are, help me stay sane while thinking about great tragedies.
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.
So I thought about another song to express “emotion”, what about the emotion of happy as an escape from your own world? So Josh and I sand a radio rock ballad about it called “A Better Place”
I loved how nicely “Fresh and Clean” went, so I decided to do another song about the emotions of home and security that Tide can remind you of. It’s called “You Are Free” and my lovely friend and collaborator Josh Carter sang this one instead of myself.
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.
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!