MAKE THE FACE

Client: TOTO Washlet

Problem: Washlets carry a lot of assumptions in America. TOTO needed to meet people exactly where that skepticism lives — and use it to their advantage.

Solution: Everyone makes a face or evokes a feeling the first time they hear about it or try it. That emotion is the most honest entry point the brand has.

Idea: “Make the face.” Stop defending the product. Make the skeptic the campaign.

My Role: Concept, strategy, copy, art direction, and full deliverables system — built from scratch as a spec project.

Execution: OOH, social, pre-roll, and a two-city experiential — airport terminal pop-ups and coffee shop bathroom takeovers — all built around one idea: the face and feelings you have once you try it.

Impact: Turned skepticism into the campaign's engine — and gave the product a reason to be talked about before anyone had even tried it.

Spec project, photography used for directional purposes. Final imagery would be custom shot.