Residue Deodorant Campaign
Residue is a deodorant positioned as a luxury fashion accessory rather than a hygiene product. The brand is built on one locked palette: buttermilk, pastel blue, old burgundy, applied without exception across every surface: bottle, packaging, and campaign environment. Its signature is a marbled stone texture paired with a soft, cloud-dissolving wordmark that is always carved or embossed into the material, never printed flat. The strategy treats an everyday product with the discipline of a fashion house: one palette, one texture language, applied consistently regardless of format. For this campaign, I developed the full creative direction and concept, designed the marble-veined bottle and embossed wordmark, extended the brand into a NYC street campaign with a fleet of matching branded cabs, directed the editorial fashion styling and full image set, and wrote the brand voice, caption copy, and positioning brief — all executed entirely through AI creative direction.
