all® free clear — Lexington, KY

This project was the first to take place in our Lexington, KY home studio. The timing was excellent because our space was clear, bright and fresh which really supported the look required for all® free clear.

The support team included Andy Cantu and Lexi Mooney with McKinney Ad Agency. They bridged the client gap with Creative Direction support and account management. As always, our pre-production process kicked off with collaboration around briefing. The Henkle ( all® free clear ) team needed a flexible asset library that could support ongoing initiatives including website updates, organic social, paid media, print and more.

This is where the 29NWS team stepped in to provided a strategic production plan and creative direction that was designed to maximize the available budget and production resource. Real families and authentic talent represented the brand’s core identity. We included as many new faces as possible with our talent selection as well as a variety of rooms and locations within the studio to deliver a diverse range of looks.

The shot list translated the brief into an efficient list of scenes that could be produced in and around the studio. This included family setups around fabric and linen cues, outdoor frames in early-spring cueing the core functionality of all® free clear (fighting against grass, the dog, allergens after a walk) and product in context across the full packaging range: liquid, MEGA pacs, mighty pacs, dryer sheets. Styling was built to feel clean, white washer, white dryer, white wire baskets and clean bright spaces mixed with warm daylight and soft shadows.

Two years later, the frames are still in market. Hero images featured on all-laundry.com — How To Wash Baby Clothes, among otherrinted on the thank-you cards Henkel tucks into seeded PR boxes. "Thanks so much for sending @all_laundry," one wrote. "Now, these are the types of packages I love," another said, same card, different feed, same week.

—29NWS, Lexington.

Credits
Brand · all Free Clear (Henkel)
Year · 2023
Production, photography, styling · 29NWS
Creative Direction · Amy Mendoza
Executive Producer · Gabriel Mendoza
Talent · Tasia Nixole + 8 — Images Model Agency,
Lexington HMU · Margeaux , Lauren