This project was a collaboration with photography students where I worked as the art director. It was a valuable experience because it involved working closely with a team and directing the visual concept of the campaign.

The idea presents Kleenex as a small helper within the everyday mess of daily life. There are many moments when people suddenly need a tissue without even realizing it until that moment happens. In the first billboard and magazine visual, a hand appears from the background and offers a Kleenex to the person who needs it, accompanied by the line “Need one?” The image suggests that Kleenex is always there when those small unexpected moments happen.

In the horizontal billboard execution, the scene shows a familiar everyday moment where someone is surrounded by a bit of mess and searching for a tissue, while another hand reaches in from the side offering one. The campaign focuses on these small but very relatable moments to highlight how naturally Kleenex fits into daily life.