Setting the Standard Since 1995

STANDARD APPLIANCES

ROLE: ART DIRECTOR • DESIGNER

Standard Appliances has always been proud of its reputation for durability—especially its washing machines. But after years of traditional TV commercials saying the same thing, the message needed a makeover. The brand wanted a fresh, standout placement that felt unexpected and bold.

So, what was our move?

We brought the message somewhere totally unexpected: a high-fashion magazine. Styled like a couture spread, the visual showed a towering gown made entirely of freshly folded laundry with a model perched on top. The concept celebrated Standard’s durability in the most fabulous way possible: “Durable enough to handle all the clothes used in this magazine from 1995 to present.”

RELATED PROJECTS