Project Snapshot
Client: Kirk’s Soap
Project Type: Brand Campaign / Art Direction
Scope: Creative direction, brand stewardship, agency collaboration, design execution for digital and e-commerce
Expertise: Art direction, brand management, cross-functional collaboration, campaign adaptation (social, DTC, Amazon)
Kirk’s has been making simple, hardworking soap since 1839. In 2025, the brand set out to reach a new generation with a bold campaign: Soap for Modern Times. We partnered with Raindrop Agency to guide the creative direction, ensuring the campaign stayed true to Kirk’s heritage while resonating with today’s consumer. From early concept reviews through the on-site shoot in San Diego, I represented the brand’s vision, balancing fresh storytelling with authentic Kirk’s values.
What We Needed
Kirk’s wanted to expand awareness beyond loyal fans and connect with a younger audience. We needed a modern campaign that could live across digital, social, and retail — without losing the brand’s core identity.
Approach
I collaborated with Raindrop Agency on the big-picture storytelling — reviewing scripts, concepts, and visuals to ensure they matched Kirk’s brand DNA. On-site in San Diego, I supported production for the PTOF video, ensuring authenticity at every step.
Once the campaign toolkit was delivered, I adapted the creative direction into brand-owned assets across digital platforms. This included designing supporting graphics for Kirk’s social channels, the DTC website, and Amazon’s homepage and product listings. My role bridged agency creative and day-to-day brand execution, keeping everything cohesive from hero campaign to final touchpoint.
Outcome
The Soap for Modern Times campaign delivered Kirk’s biggest brand moment, spanning paid media, organic social, DTC, and retail. By extending Raindrop’s creative into additional formats, I helped the campaign reach new audiences wherever they encountered Kirk’s — whether scrolling social, browsing Amazon, or shopping on our website. The result was a campaign that not only looked polished but felt consistent and true to the Kirk’s voice across every channel.
Photography & Videography Credits: Raindrop Agency
