Listerine Kids – Smart Rinse

Role: Associate Creative Director / Art Director
Category: Brand Campaign / Illustration / Art Direction

Listerine® Kids Smart Rinse is a children’s oral care product designed to provide long-lasting protection while giving parents confidence in their child’s oral hygiene routine. The objective of the campaign was to communicate 12-hour protection in a way that felt approachable, reassuring, and engaging for both children and their parents, while still meeting the expectations of a trusted healthcare brand.

Concept

The campaign was built around the idea of a “day in the life” of a child. Inspired by the narrative storytelling found in classic Norman Rockwell illustrations, the concept depicted familiar moments throughout the day such as eating, chewing gum, and absent-mindedly gnawing on a pencil. These small, everyday activities subtly highlight the wear children put on their teeth and reinforce the benefit of 12-hour protection provided by Listerine® Kids Smart Rinse. The resulting work balanced warmth, relatability, and trust through a story-driven visual approach.

My Role

• Concepted and art-directed the campaign narrative and visual approach

• Defined the illustrative, story-driven tone inspired by classic Americana

• Collaborated with photographer Troy Stains to direct the photoshoot

• Designed campaign layouts and supporting visuals within brand guidelines

• Balanced playful storytelling with trust, clarity, and healthcare standards