Febreze
Breathe happy…
I worked as a long-term, full-time freelance writer at Grey Midwest on the Febreze account, partnering closely with the team to concept, write, and develop a steady stream of TV spots across a range of products.
The challenge was always finding fresh ways into something everyone thinks they already understand. Air freshener can easily fall into sameness, so the goal was to keep the work feeling sharp, entertaining, and rooted in real life, while still clearly landing the product story.
Across multiple campaigns, I helped develop scripts that brought everyday “home moments” to life in a way that felt relatable but elevated. Whether it was tackling stubborn odors, unexpected messes, or those little lived-in realities of a busy household, the work aimed to strike a balance between humor, clarity, and product efficacy.
My role focused on writing and refining scripts from early concept to final approval. That meant shaping ideas, pressure-testing them with the team, and making sure each spot delivered both creatively and strategically. Different products required different tones and approaches, so it was about staying flexible while maintaining a consistent brand voice.
The result was a body of work that kept Febreze feeling relevant and engaging across categories, with spots that were easy to understand, enjoyable to watch, and built to perform.
WHAT I DID