The Insight

Laundry is a shared college pain point. It's inclusive. Everyone has dirty laundry. And if Gain can turn funk into fun, it can turn a chore into a core memory.

Big Idea

Gain Smells Like Fun. It has the power to turn funk into fun, a chore into a core memory, and a load into a leveled-up experience.

The Campaign

Club Gain transforms dorm laundry rooms into immersive pop-up experiences. DJ Mustard spins tracks inspired by each scent. Samsung washers light up like turntables. Students discover Gain's full product lineup through scent, sound, and self-care rolled into a social-first experience built for campus culture.

The campaign extends beyond the pop-up: curated scent stacks based on Spotify playlists, JoeFreshGoods merch collabs, Kai Cenat streamer activations, and Amazon Prime student kits that make Gain fast, easy, and dorm-ready.

What I Contributed

Strategy & Concepting

• Campaign concept and consumer persona development

• "Where's the FUNction?" positioning

• G.A.I.N. campus tour locations (Georgia State, Arizona State, Indiana University, North Carolina A&T)

Partnerships & Activations

• DJ Mustard collaboration concept

• JoeFreshGoods merch collaboration and design direction

• Kai Cenat Streamer University activation

• Amazon Prime retail partnership strategy

Product Innovation

• Curated scent stack feature (Spotify playlist integration)

• Club Gain wristband concept (personalized for P&G stakeholders)

Design & Execution

• Website design mockups

• All digital asset design and visualization