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.


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!