CREATIVE DIRECTION & STRATEGY

Green Works Natural Cleaner

To launch Green Works Cleaner for Clorox we sneaked out in the dead of night and made a 140-ft long “Reverse Graffiti” mural. I’m not even sure if we had a permit. The entrance of San Francisco's Broadway Tunnel. Its walls were caked with years worth of dirt and pollution. It was the perfect canvas.

The documentary went viral. It became featured content on YouTube in over 15 countries and received unsolicited press coverage on local and national news channels and pop-culture sites such as HuffPost, TreeHugger, and BoingBoing.

The Reverse Graffiti Project
The Reverse Graffiti Project
Last time I checked. The mural is still visible. That’s over 10 years of eyeballs.

Last time I checked. The mural is still visible. That’s over 10 years of eyeballs.

We didn’t have a large production budget, so I helped source reclaimed wood, apply designs and cut them out to make stencils.

We didn’t have a large production budget, so I helped source reclaimed wood, apply designs and cut them out to make stencils.

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Start with a cup of coffee.
If we can make that, we can make anything.