First introduced in 2002, Roomba was initially seen as a luxury toy but became a cultural phenomenon starting a new category and ushering robots into our homes. Over time, competitive pressures prompted iRobot to reestablish its leadership and increase brand awareness. During my nearly decade-long collaboration, iRobot more than tripled its revenue and quadrupled its stock price, eventually announcing its sale to Amazon. As strategist and creative lead, I focused on crafting iRobot’s brand and product stories across various touch points, including global TV campaigns, product launch videos, social content, event and PR videos. The sizzle video below highlights the shift from a product-minded, engineering-driven company to a successful people-centered brand.
All Projects: Strategy / Creative Direction / Art Direction / Writing / Directing
Production Company: CinemaStreet Pictures
Humanizing a
Global Brand
As part of a broader effort to differentiate iRobot from its lower-priced, generic competitors, we launched an anthemic brand campaign grounded in the company’s new brand positioning. The “So You Can” campaign became the most compelling expression of iRobot’s core purpose: empowering people to live their best lives. Just one year after its debut, Amazon announced its intention to acquire iRobot.
Humanizing a Global Brand
A Roomba Throw-down
iRobot had developed its biggest breakthrough since the inception of Roomba. The revolutionary Clean Base system enabled Roomba to empty its bin autonomously after vacuuming. Rather than glorifying the technology, we humanized it by telling the story of an intrepid girl out to challenge her Roomba’s cleaning abilities. It also allowed us to incorporate iRobot’s support of STEM education.
Multitasking
Made Easier
iRobot’s vision for the home of the future is based on a central app that can act as a personal cleaning assistant by controlling all your robots’ functionalities. It was also key to their home mapping technology, allowing you to choose which areas of your home to clean.
Multitasking Made Easier
Welcome to the
Braavalution
Braava was designed to do for mopping what Roomba had done for vacuuming. iRobot needed a bold claim that could live up to its vision and get audiences excited about Braava’s ultimate benefits.
Welcome to the Braavalution
Launching the Next
Generation of Clean
In an ambitious effort to showcase their innovative thinking, iRobot decided to launch a completely redesigned flagship Roomba alongside a brand new mopping robot called Braava. Both would be packed with iRobot’s latest technologies, including full mobile app integration. These launch videos were designed to create excitement around the products and reinforce iRobot’s category leadership.