My work lives at the intersection of brand, growth, and storytelling. For more than 20 years, I’ve helped organizations connect with audiences through thoughtful strategy, creative expression, and data-informed marketing across retail, eCommerce, media, and experience-driven brands.
TL:DR Jacuzzi Whirlpool Bath Global Ad Campaign
Challenge: Relaunch a heritage brand with a modern, emotional global campaign.
Strategy: Partnered with Y&R to create an underwater photography campaign expressing the uplifting experience of bathing.
Impact: Delivered a distinctive global brand platform that redefined Jacuzzi as a lifestyle and wellness brand.
Reimagining a Legacy Brand Through Emotional Storytelling
Jacuzzi Whirlpool Baths has been shaping the bathing experience for decades. As the original inventor of the whirlpool bath and hot tub, the brand carried both a powerful history and a responsibility to continue inspiring people in a modern way.
When it was time to launch a new global advertising campaign, the goal was not just to showcase products. It was to remind people how bathing could feel.
I partnered with Y&R in New York to develop a campaign rooted in emotion and experience rather than features and specifications. We wanted to capture the uplifting and restorative nature of bathing in the world’s best baths and translate that feeling into a visual story.
Shot underwater in London, the photography became the heart of the campaign. The imagery reflected movement, light, and calm, creating a sense of escape and renewal. It brought the brand’s promise to life in a way that felt both timeless and contemporary.
The result was a campaign that honored Jacuzzi’s legacy while redefining how the brand expressed itself to a global audience, transforming a familiar product into a powerful emotional experience.