FINAL SPOT

STEM is SC Johnson's more conscious bug repellent brand, using essential oils and plant-derived repellents instead of the harsher chemicals of Raid and OFF!

Unlike Raid and OFF!, however, the brand struggled with a lack of an identity and with low recognizability; it had never been given a true brand-wide campaign or design push.

Our research found that many of the people who found STEM compelling as a product were millenials and gen‑z folks who were concerned with the chemical makeup of the bug repellents that they apply on or near themselves, their children, or their pets.

Based on this, we built the brand of STEM's new feel - NVR BUGGED - from a blank canvas; the only elements we retained were the logo and main brand color.

The culmination of this rebrand was the TV spot - STEM's first, ever - which I was very happy to have concepted and storyboarded as well from the ground-up.

Check it out at the top of this page!